It's been a week for the spotlight to be shone on the trustworthiness of brands. This may be (legally speaking) an unfair example and centres on the issue of tolerances in the measurements, a subject many will find yawn-inducing. But there is a lesson here, I suspect. Consumers trust the brands they buy so it is not enough for brands to meet legal standards and requirements, they must be make the effort to explain the evidence behind their claims, in plain English.