In BusinessWeek's issue of  last  week there was a lot written about why Brands have fallen in overall impact and how trust or lack thereof has been a significant contributor to a falloff. In that article Larry Light, CEO of the brand consultancy Arcature makes the argument, "Trust is what drives profit margin and share price," he says  "It is what consumers are looking for and what they share with one another." He is right  in the point he makes but more importantly omits the direct link up between Trust and Loyalty.  In fact that connection is so fundamental it drives everything else. Profit Margin and share price flow from Loyalty. (Harvard's professor James Heskett's Service Profit chain.)   Trust Matters

It is a confident dependence on the character, ability or truth of someone or something. If you serve well, you will be: Respected, Valued depended on and trusted. You become a significant resource, a dependable partner, a loyal supplier...   Remember trust is always yours to retain, build or sadly lose. Trust is about Personal Integrity