The Case for Character

This book by bestselling author and trend expert Michael McQueen examines why trust is getting harder to gain but is an increasingly valuable source of competitive advantage. Looking at the latest consumer research and case studies of best practice from around the world, Michael explores:- Why the marketplace today is more skeptical and discerning - and how this creates an enormous opportunity for those that are prepared- How purpose-driven brands have proven to be more lucrative, loved and longer lasting than their competitors- A game plan for building or rebuilding trust through credibility, consistency, clarity and congruence."The Case for Character" offers a blueprint for becoming an individual, brand or organisation that stands for something - and reaps the rewards of doing so.