What it means holistically:

Be scrupulous, honest and truehearted. Behave reliably. Be dependable, reliable, unswerving. Be worthy. Stay fast and firm to what your believe. Be loyal to people, ideals and beliefs.

What it means to brand-owners:

Define the true and honest meaning behind your business.

Bring that meaning to life. Help everyone understand it. Make it something people want to be partners in.

Give it a personality. Make it likable, lovable and sharable. Make it natural. Make it a habit.

Live it. Breathe it. Honor it. Cherish it. Celebrate it.

Don’t make it a law. Don’t use fear. Nurture your meaning by using the carrot, not the stick.

Don’t get distracted. Don’t react to short-term turbulence. Don’t pursue short-term gains that will drive you off course.

Your meaning is tied to what you do to make this world a better place.

It’s not a campaign. It’s not a slogan. It’s not part-time, seasonal or optional.

It’s what you do to earn respect, admiration and trust.

In every interaction. At every moment of truth. At every opportunity. Without fail.

It must not simply “ring” true.

It must be true.