Trust is responsible for branding success: trust = brand.

The most effective way to establish trust is to adopt an offline presence independently, or by forming a clicks-&-mortar relationship with a well-established bricks-&-mortar partner. Chapter 4 helps the reader to select the best possible Clicks & Mortar partner

Chapter 4 also looks at how to employ an independent brand custodian whose role is to monitor your companies relationship with its customers by overseeing all communications and ensuring consistency, clarity, relevance and intelligence are apparent in every dealing.