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Companies and ministries that don't deliver trust risk destroying potential customer/constituent goodwill and, ultimately, their businesses or ministries. Those that don't uphold their promises and values undermine brand awareness and constituent loyalty. Marketers build trust in their products, services and organizations by establishing brands that consistently deliver what's promised. That trust can be damaged—even destroyed—in short order if customers/constituents believe they have been deceived. Organizations seen as fundamentally honest and integrity-driven in good times and bad usually are allowed tremendous leeway when they need it—as well as permission to fail, as every organization will do from time to time. (CRM 10/07)

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