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How do brands gain your trust, and why is it critical to business success?

It's essential that businesses are trustworthy to consumers. Here are the ways to do just that.

By Jerry HicksPublished: April 01, 2010

Stephanie Leavell of tiny Alton, Ill., was all set to attend the University of Missouri – she already had a roommate and most of her classes picked out. Then she got a letter from a professor at Chapman University in Orange. It talked about what the smaller school had to offer.
   
“In two days at Mizzou, I hadn’t met a single professor,” recalls Leavell. “Now here was one who wanted me. My mom said, ‘Let’s go back out there and take another look.’”
   
Adieu, Mizzou. Hello Orange County.
   
Leavell, now a Chapman junior, wants a career in sports communications. Her ultimate goal: to work for the Los Angeles Angels of Anaheim. She has a brother – Clayton, 18 – who is about to graduate high school. His college criterion: “Clayton will go to any school where he can get In-N-Out burgers,” quips their mother, Elizabeth.
   
The Angels, Chapman University, In-N-Out Burger – the Leavell siblings have latched onto three longstanding institutions with something in common. They’re among the brand names Orange County consumers say they trust the most – a sentiment revealed through a months-long survey conducted by The Values Institute at Santa Ana-based DGWB Advertising and Communications and OC METRO.


Orange County's 10 Most Trustworthy Brands