{"id":1660,"date":"2014-08-10T11:06:03","date_gmt":"2014-08-10T15:06:03","guid":{"rendered":"http:\/\/www.trustacrossamerica.com\/blog\/?p=1660"},"modified":"2014-08-10T11:25:33","modified_gmt":"2014-08-10T15:25:33","slug":"warning-dont-drown-in-the-slogan-swamp","status":"publish","type":"post","link":"https:\/\/www.trustacrossamerica.com\/blog\/?p=1660","title":{"rendered":"Warning: Don’t Drown in the Slogan Swamp"},"content":{"rendered":"

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Late last year\u00a0Trust Across America-Trust Around the World\u00a0<\/a>\u00a0published the first in a planned\u00a0series of award-winning books.\u00a0<\/strong>\u00a0TRUST INC., Strategies for Building Your Company’s Most Valuable Asset<\/em>\u00a0<\/a>brings together the wisdom of 32 experts. Six months later we released our second book,\u00a0Trust Inc. A Guide for Boards & C-Suites<\/a>.\u00a0<\/em>In this book,<\/em>\u00a0sixty\u00a0experts have joined forces to offer 100 strategies.<\/strong><\/p>\n

Throughout the month of\u00a0August, we will be featuring 31 essays from our second book. Each stands alone\u00a0as an excellent resource in guiding Boards and C-Suites on driving a trust agenda at the highest level in the organization, and provides tools for those who choose to implement trust-building programs in their organization.<\/p>\n

This tenth essay in our series brings advice\u00a0from\u00a0Israel and my friend\u00a0Lilach Felner, a Marketing Consultant helping companies become trustworthy. She has developed the Trust-based Strategy Model that was included\u00a0in an essay written by Patricia Aburdene contained in our book,\u00a0Trust Inc. Strategies for Building Your Company’s Most Valuable Asset<\/a>.\u00a0<\/em>\u00a0She is also the\u00a0Founder of I Trust U.\u00a0itrustu.biz\u00a0<\/a><\/span><\/a><\/p>\n

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Warning: Don’t Drown in the Slogan Swamp<\/strong><\/em> Given deterioration in consumer trust, we are witnessing more and more activities and initiatives coming from organizations and brands regarding the trend I\u2019ve called \u201cFOR THE\u201d (for the community, for the environment, for the weak). In today\u2019s atmosphere, terms like Corporate Social Responsibility, Corporate Citizenship, Sustainable Responsible Business, Environmental Sustainability, are popping up like mushrooms.<\/em><\/p>\n
But these beautiful initiatives can sometimes turn into a threatening danger. A danger I call \u201cThe Trap of Drowning into Slogans\u201d<\/em> When can this danger occur?<\/em> In order to answer this critical question, we have to look in the mirror in the most sincere way and examine the real motive for these acts:<\/em><\/p>\n