| Time is changing. Likewise, knowledge is spreading like | | | | responsibility on the brand, leadership, and key players. |
| wildfire. What used to be politically correct a few | | | | Trust has greater dividends as it gives competitive |
| years ago is now being reviewed. (Recently, I had | | | | advantage, salvages relationship during trying times. To |
| reasons to consider the professional usage of these | | | | really build trust, brands must carefully select and train |
| two words (Trust and Reputation), and I discovered | | | | internal audience who represents the brand daily. |
| that many brand drivers may be crossing the thin line | | | | To build trust, it is required that everyone agrees on |
| between the two. Reputation is what people see. It is | | | | the terms. The 'business as usual syndrome' must be |
| often manipulated to achieve a predetermined aim. | | | | jettisoned. Cover ups DO NOT work ANYMORE. |
| It speaks volumes about brand status, standing as well | | | | There is need for strong determination to say it as it is. |
| as character. There is nothing wrong with a | | | | Willingness to stand up to the demands of |
| systematic application of brand reputation building tools | | | | response-abilities is essential. In closing, let us realize |
| that will engage the stakeholder. But as we know tools | | | | that nothing extreme, extraordinary happens in brand |
| are changing and there is need for a re-examination of | | | | relationship except a strong level of trust can be |
| each tool. | | | | established.We must also remember that one day all |
| Trust is much deeper than reputation because it | | | | things may fail. At such time, the last thing a brand or |
| demands transparency, openness. Trust heals wounds | | | | anyone want to make is first impression. There is no |
| of dishonesty. Trust places a high sense of | | | | need for it. Build trust instead of impression. |