Consumer trust was called the most perishable of assets in a recent Business Week article. Given the assault on our various brands and our inability or choice not to respond to this market dynamic, we find ourselves at a loss of credibility in the public eye. We have let our performance standards lapse, our staffs depart, and product quality become minimized. There is some rebuilding to do! So, how do we put trust back into our brand equation? First, a little honest retrospection is ...

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