Inside The Minds The equity that builds up over time is invaluable in preserving the trust that must exist between a company or brand (or even an individual) and the audiences that are critical to the success of the brand. We have created a variety of other tools that help us work with clients to understand what they must do to create trust with their key constituents. Why is trust so important? We see trust as being a “higher” concept than reputation or image. Trust drives reputation. And image is just one aspect of the dynamic of trust. The critical elements.
