Edelman's Anan Ibrahim

For any organization, establishing and maintaining a reputation is critical to its survival. An organizations' stakeholders; be it potential partners, investors, or consumers rely on the information they know to build an affinity/association with the brand. Understanding its purpose, values and promise to deliver is when trust is established. In essence, what you say as a brand is equally important to what you do - and that is what consumers buy into and base their trust on.