CREATINGAND SHARINGBRAND STORIES.

TRUST MATTERS

“The general population’s trust in all four key institutions—business, government, NGOs and media—has declined broadly.”– Edelman Trust Barometer

“Wall Street will soon be evaluating companies by a new standard: how much the public trusts them.”– CNBC/Forrester

Brand Trust Index™

TRUST

1. assured reliance on the character, ability, strength, or truth of someone or something

2. one in which confidence is placed

TRUST

LOYALTYEMOTIONAL APPEAL

Credibility Competence Innovativeness Similarity

TRUST

EMOTIONAL APPEAL

Idealism Aspiration Vision Gratitude Quality Excitement Engagement

LOYALTYPersonality Reciprocity Values Competitiveness Stubbornness

Credibility Competence Innovativeness Similarity

TRUST LOYALTY

Idealism Aspiration Vision Gratitude Quality Excitement Engagement

Personality Reciprocity Values Competitiveness Stubbornness

EMOTIONAL APPEAL

Risk tolerancePositive emotionalityLevel of perceived powerGullibility, naivety and over-optimismSecure attachmentSelf-confidenceEmotional intelligence

Accounting for Personal

Characteristics

CREDIBILITY

COMPETENC

E

INNO

VATIVENE

SS

SIMILA

RITY

TRUST

PERSON

ALITY

RECIPROC

ITY

VALUES

COMPETITIVENE

SS

STUB

BORN

NESS

LOYALTY

IDEALISM

ASPIRATION

VISION

GRATITUD

E

QUALITY

EXCITEMEN

T

ENGA

GEMEN

T

EMOTIONAL APPEAL

“We've come very far and the future is bright, with hundreds of millions of unique viewers worldwide, but for many brands and organizations eSports are still new, unknown and thus risky.”– Wouter Sleijffers, Fnatic

THANK YOU

jeremys@ayzenberg.com