COVER STORY
Untitled Page
Trust: an essential business element
By tori richardsPublished: June 01, 2011
Millions of brands fill the marketplace for consumer dollars and the loyalty that sustains business.
But what goes into selecting a brand as a favorite? Why are some companies passed over for others?
OC
METRO and The Values Institute at DGWB wanted to find out. In planning
this year’s Most Trustworthy Brands issue, we committed to delving
deeper into this topic and conducted a sociological study of the data.
The report was compiled by surveying nearly 2,000 adults who live or
work in Orange County over a five-month period ending in February.
“Most
organizations will do surveys of trust, and it’s a popularity contest.
They have no idea how, or why, the trust was built,” says Chesley
Beaver, a sociologist who developed the survey along with the nonprofit
Values Institute think tank, the Santa Ana-based advertising firm DGWB
and OC METRO. “Ours was done to determine why people trust, how the
trust was established and what we can learn from that.”
Understanding
the “why” of it all could be a key to sustained success. The results of
this, our second survey, suggest some companies – perhaps more than
others – see a connection. Five of the brands that earned a spot on our
inaugural list appear on this year’s roster of trusted brands: Chapman
University, Disneyland, In-N-Out, St. Joseph Hospital and Planned
Parenthood.
“We are honored to receive ‘Most Trusted Brand’
recognition two years in a row,” says St. Joseph Hospital President and
CEO Steven Moreau. “We work hard to earn the trust of patients and
families by creating a patient- and family-centered healing environment.
We believe this type of care improves the patient experience and,
ultimately, outcomes. This is why being named among Orange County’s Most
Trustworthy Brands is so rewarding. Patients and families appreciate
and trust our focused approach to care and our commitment to make every
encounter a sacred one.”
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
|
||||
|
Millions of brands fill the marketplace for consumer dollars and the loyalty that sustains business. But what goes into selecting a brand as a favorite? Why are some companies passed over for others? OC METRO and The Values Institute at DGWB wanted to find out. In planning this year’s Most Trustworthy Brands issue, we committed to delving deeper into this topic and conducted a sociological study of the data. The report was compiled by surveying nearly 2,000 adults who live or work in Orange County over a five-month period ending in February. “Most organizations will do surveys of trust, and it’s a popularity contest. They have no idea how, or why, the trust was built,” says Chesley Beaver, a sociologist who developed the survey along with the nonprofit Values Institute think tank, the Santa Ana-based advertising firm DGWB and OC METRO. “Ours was done to determine why people trust, how the trust was established and what we can learn from that.” Understanding the “why” of it all could be a key to sustained success. The results of this, our second survey, suggest some companies – perhaps more than others – see a connection. Five of the brands that earned a spot on our inaugural list appear on this year’s roster of trusted brands: Chapman University, Disneyland, In-N-Out, St. Joseph Hospital and Planned Parenthood. “We are honored to receive ‘Most Trusted Brand’ recognition two years in a row,” says St. Joseph Hospital President and CEO Steven Moreau. “We work hard to earn the trust of patients and families by creating a patient- and family-centered healing environment. We believe this type of care improves the patient experience and, ultimately, outcomes. This is why being named among Orange County’s Most Trustworthy Brands is so rewarding. Patients and families appreciate and trust our focused approach to care and our commitment to make every encounter a sacred one.” 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 |
||||
