Brand Integrity: ‘Trust is Crucial’

This article from Raconteur explores the fascinating (in my view anyway!) and elusive concept of 'brand integrity', including consideration of the role that CSR initiatives can play.  

This is a growing issue for brands in today's world - consumers are becoming more 'woke', with trends showing that they are prepared to put their money where their mouth is.  In this environment, a brand which is trusted and seen to have integrity will be an extraordinarily valuable asset.

It’s a problem that many companies are grappling with. Intangible assets are the dominant driver of long-term value creation in an interconnected, often service-based, world and yet the path to true brand integrity is anything but straightforward, particularly against a backdrop of political polarisation and the primacy of social media.