Why trust trumps value

09/20/2009 | Bloomberg Businessweek

Trust is the most important resource for the world's top 100 global brands, David Kiley and Burt Helm write. While competitors can poach a successful value proposition or brand image, reputations must be built one at a time, they note. Companies such as Ford and American Express are responding to the anxiety caused by the financial crisis by reminding customers that they are responsible, trustworthy brands that stand behind their products.

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