Boys And Girls, Do You Believe In Brands?

"(Tinkerbell's) voice was so low that at first he could not make out what she said. Then he made it out. She was saying that she thought she could get well again if children believed in fairies.

Peter flung out his arms. There were no children there, and it was night time; but he addressed all who might be dreaming of the Neverland, and who were therefore nearer to him than you think: boys and girls in their nighties, and naked papooses in their baskets hung from trees.

"Do you believe?" he cried.

Tink sat up in bed almost briskly to listen to her fate.

She fancied she heard answers in the affirmative, and then again she wasn't sure.

"What do you think?" she asked Peter.

"If you believe," he shouted to them, "clap your hands; don't let Tink die."

Many clapped.

Some didn't.

A few beasts hissed.

The clapping stopped suddenly; as if countless mothers had rushed to their nurseries to see what on earth was happening; but already Tink was saved. First her voice grew strong, then she popped out of bed, then she was flashing through the room more merry and impudent than ever. She never thought of thanking those who believed, but she would have like to get at the ones who had hissed.

"And now to rescue Wendy!"

So boys and girls, do you believe in brands?

It's too easy to let the actions of a few Captain Hooks, and the hissing beasts who collaborated in their wrong-doing, poison our confidence in the good faith of brands in general.

Of course, we're outraged at the millions these crooks spent on the pretence of branding, purporting to act in the best interests of their customers whilst feathering their own nests at our expense.

But let's not allow the behaviour of a small number of celebrity brands damage the good name of those countless others who put us first, many of them small business owners passionately committed to doing their best day in and day out for us.

This is not Neverland, but we are well served by shop-keepers, tradesmen, artisans, white collar professionals and many other suppliers who will put the customer first, go the extra mile and watch our back.

Now is the time to rally round those brands that work sincerely to look after their customers.

If you believe, clap your hands (then reach into your pocket, pick up the phone or do whatever it is you must do to support them); whatever it takes, don't let your favourite brands die.

(You can also check out John Jansch's Make A Referral for a practical way to show your faith in your local market).

And now to rescue the economy!