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Trust is one of the most valuable intangible assets a brand can possess; marketers can boost that value, as well as their own credibility, by finding ways to tell consumers the truth.
Latest insight from Kantar Media's Premier TGI study, of the most upmarket and affluent British adults, reveals that tapping into ethical consumers can reap enormous rewards for marketers.
The brands at the top of the BrandZ global rankings are finding some strong challengers at their heels, writes Robin Headlee, vice president at Millward Brown Optimor.
Specialist computing shops are having to fight for market share as more generalist players are entering the sector.
