Gone are the days when brands were just guarantees of product quality assuring the consumer of safety and efficacy. Nowadays, given almost universally high product quality and often strong regulation to underwrite it, brands take on myriad other roles in consumers’ minds

“All institutions, but especially financial services ignore a lack of trust at their peril. There is often a dichotomy between what companies say they are about and what they actually do – their actions and their words are different. Organisations need to be more forensic about their activities, the impact of their actions and how they are perceived.”