| In a faltering economy, Brand Trust is the most | | | | monetize your brand reach will double within the next |
| powerful tool corporations, nonprofit organizations, and | | | | twelve months. I bet my brand on it. |
| even individuals, posses. To establish a trusted brand | | | | Step I: Revise, Revamp, Refresh, and Renew Your |
| means more than to present pretty logos and fancy | | | | Brand. Does the brand reflect your values? Is it |
| slogans. Your brand foundation should be one that is | | | | relevant to the challenges of today? Is it authentic (or |
| authentic; built on the integrity of your products and | | | | does it try to do too much)? Does it make an |
| services, and recognized for the passion and value | | | | emotional connection with stakeholders that will not |
| you and your organization bestows upon the world. | | | | waiver when times are tough? What would you |
| Follow these nine steps to create the perfect brand | | | | change about it? |
| pitch. Your brand equity and the opportunity to | | | | |