Richard Madden, Chief Strategy Officer at Kitcatt Nohr Digitas, has been reading my book and shares his thoughts on brand and business trust in his regular Marketing Week column.

Most corporate mission statements are full of stereo-typical and generic promises that mean little to anyone connected with them in anyway. They rarely tell you what the businesses does or what it cares about.Perhaps it is time to sit back and think up powerful mission statements that represent the truth and then ask whether this truth inspires you to get up in the morning and go to work.

Walking among strangers in an unfamiliar place has always had a certain piquancy to it…but these uneasy feelings are now more and more common even as we make our way around our own communities and countries.