We would all like to think we have integrity—saying what you’re going to do and then doing it when you say you
For a brand to have integrity, one must establish a distinct set of promises that differentiate that brand and deﬁne it.
When the promises are met with integrity, a strong brand is the result. Chipotle, and it’s promise to deliver
humanely-raised food sources, is a good example.
© 2014, Aaron Allen