Several research studies have been conducted around the world with an aim to decode the complexities of brands that survive the length of time. With trust as the basis of every relationship, and the crux of all social engagement, it is inevitable that brands that last also garner a strong trust factor. Trust, which is a consequence of the intricate combination of several components, is not so easily understood. Yet, it can be learned over time, and like a well-trained athlete, brands can make the right moves without much reflection.
To measure Trust, we must know and measure its primary ingredients, aspects that will uniformly hold true across audiences, geographies, and cultures. Our proprietary Trust Matrix measures trust based on 61 attributes – providing a robust understanding of a brand’s trust factor.
The Trust Paradox and Trust Corollary
If any business, entity, brand, or individual solely focuses on building trust, it will lose trust in the long run. The Trust Paradox implies that intense focus on Trust itself is self-defeating. Trust is achieved from a combination of the action, communication, perception, and being of the entity. When these are worked upon, Trust is derived as a natural outcome. The Trust Corollary, the axiomatic deduction from this paradox, helps find the primary ingredients of Trust. Due to the enquiry that arose consequently, we assigned researchers to investigate Trust further. It took more than two years and several hundred hours of interviewing psychologists, communication experts, and sociologists on the subject and at the end of the research, we painstakingly identified the primary ingredients of Trust.