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......As a result of this focus it is anticipated that one of the primary critical success factors that will come out this research is that the most effective brands are continually in the pursuit of trust, and especially for services companies, the need for attaining the status of trusted advisor in the prospect and customer base is critical. The criticality of the role of trusted advisor pervades the survey results, with the majority reporting that attaining this role as critical for their long-term growth globally. It is anticipated that when the data is analyzed by the relative growth rates of enterprises it will become apparent that those companies, both privately held and publicly traded, are orders of magnitude more profitable and stronger financially long-term as a result of choosing to pursue and excel at attaining the role of trusted advisor via their branding and marketing execution. This dynamic of becoming the trusted advisor in a given global marketplace has a strong correlating effect with long-term profitability and growth, and is an area of future research that needs to be addressed within this dissertation
The critical nature of branding however as a series of initiatives, programs, and strategies is clear when

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