Credibility and Burger-gate.

In a recent survey of the nation's best known brands, only 30 per cent found the BBC  "reliable" - of some 20,000 consumers. This has all happened in the wake of the Jimmy Savile abuse scandal. Barclays bank have a lot of problems with image. Jeff Osborne (as Obama calls him) has also suffered some serious credibly by presenting himself the other day, as a man of the people by eating a burger - however the burger in question was an Eton, Bullinger Club type burger from Byron costing a whopping £10. The problem is that when trust in a brand goes, its incredibly difficult to recover from. Some years ago Perrier found this to their cost. Google and Starbucks after facing down claims about their tax policies have also taken a slide in the "desirable" ratings. Of the top brands M&S and John Lewis do very well, Argos and W.H. Smith do particularly badly. We saw with the expenses fiasco at Westminster causing politicians credibility to drop like a stone, and it has not recovered. They languished near the bottom with bankers and estate agents like lepers.