By Gary Moss

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 Read full story ›

Source: The Drum