How Brands Can Close The Credibility Gap

We’re seeing what seems to be a growing gap between what brands say and what they do. We call this gap the Credibility Gap. And we believe the bigger the gap, the more damaging it can be to the value of a brand — because the more pronounced customers’ experience of this gap is, the less trust they will have in the brand. This, we argue, can hurt brand performance over time…

A brand is a…