“It takes a lifetime to build a good reputation, but you can lose it in a minute.”
Will Rogers said that.
Brian Williams is acutely aware of it after admitting that he “misremembered” being on a helicopter that was hit and forced down by enemy fire in Iraq.
As a former journalist I know that credibility (trust) is the most important asset for a news reporter. If the audience can’t believe what you say you won’t have that audience for very long.
Those that don’t, lose the power of (sometimes billion dollar) brands.
Or Bernie Madoff.
Even when the cable man doesn’t show up as promised customers feel “lied to” and the reputation of the brand suffers.
Don’t let this happen to your brand.
Always tell the truth. If you can’t make it happen, say so. If you make a mistake, admit it.
Teach your employees these rules.
Customers respect honesty. They despise deceit. Even “misremembered” deceit.