OC METRO CALENDAR

  • November 2014
    SuMoTuWeThFrSa
    2627282930311
    2345678
    9101112131415
    16171819202122
    23242526272829
    30123456
Add an event

COVER STORY
Untitled Page

Gain their trust, continued ...

by Steve ChurmPublished: June 01, 2012

In simple terms, it’s a trust thing. The connection between product and consumer is one of the most profound ingredients in successful businesses these days, and it’s the most common thread that binds the 10 brands identified as Orange County’s Most Trustworthy in 2012.
   
Based on results of an exclusive online survey from the Values Institute at DGWB and OC METRO, Oakley and nine other local and regional brands have built a level of connection, loyalty and concern with consumers because of their ability to perform and be consistent regardless of the market conditions. And the 2012 survey, our third in as many years, makes it abundantly clear that, even with a slowly healing economy, trust is more important than ever to sustaining customer satisfaction and, ultimately, bottom-line gains year over year.

It's always a group effort
The findings are the result of an ongoing collaboration between Santa Ana-based The Values Institute, a social science think tank and a division of DGWB Advertising and Communications, and Newport Beach-based Churm Media, publisher of OC METRO magazine. A third partner, California State University, Fullerton, joined the trust initiative this year.
   
The growing body of research continues to explore the answers to three essential questions: Why do people trust certain brands? How was this trust established? And, perhaps most importantly, what can other organizations in Orange County learn from these findings?
   
“For the first time in history, brands are finding that customers are looking at values at least as much as they are traditional attributes like price, product ingredients, packaging and promotion,” says Mike Weisman, co-founder and president of The Values Institute and a principal at DGWB Advertising. “The landscape has shifted. Brands can no longer just sell what they make; they must now sell what they believe.”

Once burned, twice shy
Trust seemed so absent at the bottom of the giant recession that knocked our nation’s economy off its rails in 2008. Everywhere you looked or went, people were questioning motives and intent, and the level of cynicism had reached record highs. Even now, as employment has improved and business is churning at a steadier clip, the need to feel emotionally connected to a brand has never been greater for consumers and clients alike.
   
For example, last year, less than half of Americans (46 percent) said they trusted business, a troubling rating driven lower by a series of high-profile product recalls, the Gulf of Mexico oil spill and increasing negativity toward the financial sector, according to the 2011 Edelman Trust Barometer global study. This figure contrasts sharply to the rest of the world, where trust in business is much higher, at 56 percent.   
   
<<< Back                                               Gaining trust, next page >>>