The truth of the matter

When did “truth” lose its significance? Is there any “consequence” for lying? Lies seem to be committed more and more frequently in politics and business with seemingly less consequences to those committing them. Maybe we have grown immune to the onslaught of falsehoods where truth simply doesn't matter anymore and the ends justify the means.

Don't believe it. Truth matters, and you need to build it into the culture of your business or the consequences can be devastating. Just like the 1960s television show, "Truth or Consequences," I believe that the truth matters in business and in life. Trust with your customers is the most valuable of assets.

Most business leaders think of communications such as public relations, advertising, or packaging to be the most obvious approaches to brand building. But trusted brands are actually more efficiently and effectively built when brand alignment occurs between the business processes, the business culture, and ultimately the communications of a company and its products. Trust is built with every customer at every intersection of the brand experience — CoreBrand calls these “trustpoints” when they are actively implemented, managed and aligned.