In this age of transparency, consumers are demanding ever-greater trustworthiness and values-alignment from the brands and businesses they engage with. Looking at the latest consumer research and case studies of best practice from around the world, this new book from business strategist Michael McQueen 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 This practical and research-rich book will give you a blueprint for becoming an individual, brand or organisation that stands for something - and reaps the rewards of doing so.