My mother always said to keep your promises that goes for brands, too [Video]

History is littered with examples of brands that have let customers down and paid the price, says Gary Moss of Definition, who was responsible for naming the London Eye. Integrity, however, comes from brand alignment.

My mum was consistent in her advice: assume it will rain, never drop litter, and always, always keep your promises.

That last one is the hardest to follow. And we’ve all been there when someone promises you the earth, only ultimately to let you down. It’s a kick in the stomach and makes you question your judgment.

My mum knew the score: promises are what give relationships meaning. Once a promise is broken, the trust is gone – and things can never be quite the same again.

Trust is formed over time and takes hard work, understanding, and empathy. Yet something nurtured over years, decades even, can evaporate in moments.

Remember that ‘best friend’ who …