COVER STORY
Untitled Page
From the publisher
by steve churmPublished: June 01, 2011
Against a backdrop of a slowly healing economy, one sputtering forward
with marginal job growth and lukewarm optimism, there is still wide
debate about what separates winners and losers in this tough
marketplace. Innovation, quality and service are clearly common
denominators of companies that excel and survive such economic times.
But
more than ever, there is a mounting body of evidence that suggests one
five-letter word that begins and ends with “t” is the key
differentiator. Trust. It’s a simple concept that today means more to
cynical consumers than anything else when trying to filter out the
cascade of commercial messages about the biggest, the best and the most
powerful product or service. In an age when brands come speeding at us
from the moment we open our eyes until we click the remote late at
night, trust is now the ingredient that keeps us loyal and buying more.
Whether it’s a computer, a hamburger, a surgical procedure or a
four-year education, we want a product lifted by a trusted reputation.
It
is what sent OC METRO and the Values Institute at DGWB searching, for
the second straight year, for the most trustworthy brands in Orange
County. But the 16 brands in this story are not our picks. In a
five-month online survey, O.C. consumers told us that these companies
are different from the rest. They possess the combination of ability,
consistency, connection, sincerity and concern to elevate above the
noise and become trusted.
This special report looks at why they separated from the pack and what it says about us as consumers. –Steve Churm
ORANGE COUNTY'S 16
MOST TRUSTWORTHY BRANDS
American Red Cross | Apple | Chapman University
Chick-fil-A | CHOC Children’s Hospital | Costco
Disneyland Resort | Girl Scout Council of Orange County
Hoag Memorial Hospital Presbyterian | In-N-Out Burger
Nordstrom | Planned Parenthood | St. Joseph Hospital
Target Corp. | Toshiba America | Wells Fargo
ALSO, CHECK OUT:
A note from Publisher Steve Churm
Trust: An essential business element
A violation of trust
Most Trusted Brands' survey demographics
<<< BACK TO MOST TRUSTED BRANDS MAIN PAGE
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But more than ever, there is a mounting body of evidence that suggests one five-letter word that begins and ends with “t” is the key differentiator. Trust. It’s a simple concept that today means more to cynical consumers than anything else when trying to filter out the cascade of commercial messages about the biggest, the best and the most powerful product or service. In an age when brands come speeding at us from the moment we open our eyes until we click the remote late at night, trust is now the ingredient that keeps us loyal and buying more. Whether it’s a computer, a hamburger, a surgical procedure or a four-year education, we want a product lifted by a trusted reputation. It is what sent OC METRO and the Values Institute at DGWB searching, for the second straight year, for the most trustworthy brands in Orange County. But the 16 brands in this story are not our picks. In a five-month online survey, O.C. consumers told us that these companies are different from the rest. They possess the combination of ability, consistency, connection, sincerity and concern to elevate above the noise and become trusted. This special report looks at why they separated from the pack and what it says about us as consumers. –Steve Churm ORANGE COUNTY'S 16
MOST TRUSTWORTHY BRANDS American Red Cross | Apple | Chapman University Chick-fil-A | CHOC Children’s Hospital | Costco Disneyland Resort | Girl Scout Council of Orange County Hoag Memorial Hospital Presbyterian | In-N-Out Burger Nordstrom | Planned Parenthood | St. Joseph Hospital Target Corp. | Toshiba America | Wells Fargo ALSO, CHECK OUT: A note from Publisher Steve Churm Trust: An essential business element A violation of trust Most Trusted Brands' survey demographics <<< BACK TO MOST TRUSTED BRANDS MAIN PAGE |
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