The Meek Shall Inherit The Earth

Although famously, according to Louis B Mayer, not its mineral rights.
Another of Mr Mayer's was, a gentleman’s agreement is not worth the paper it’s written on.
I’ve got one of those – you can never repair a broken promise.
When someone pledges to do something, we trust that they’ll keep their word.
Then they let us down and we’re left questioning why we put our faith in them.
Vowing not to do it again!
Just look at the world of politics.
Every politician has their own personal brand, and the moment that fail to keep a promise they made on the election trail, we lose all our trust in them.
Many find it hard to recover after that.
So why should brands be any different.
Every brand we encounter is promising something – whether that’s quality, variety, service, or all three.
We’re connected to these brands all day, every day.
Which means they’re under huge amounts of pressure to behave in a consistent and authentic way.
They’re part of the fabric of our reality, and when they let us down, it can dramatically change our perception of them.
That doesn’t mean they can’t evolve along the way.
But they do need to make sure they take us with them as they change.