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CREATING
AND 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
LOYALTY
EMOTIONAL APPEAL
Credibility
Competence
Innovativeness
Similarity
TRUST
EMOTIONAL
APPEAL
Idealism
Aspiration
Vision
Gratitude
Quality
Excitement
Engagement
LOYALTY
Personality
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 tolerance

Positive emotionality

Level of perceived power

Gullibility, naivety and over-optimism

Secure attachment

Self-confidence

Emotional intelligence
Accounting for
Personal
Characteristics
CREDIBILITY
COMPETENCE
INNOVATIVENESS
SIMILARITY
TRUST
PERSONALITY
RECIPROCITY
VALUES
COMPETITIVENESS
STUBBORNNESS
LOYALTY
IDEALISM
ASPIRATION
VISION
GRATITUDE
QUALITY
EXCITEMENT
ENGAGEMENT
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
Brand Trust & Competitive Gaming

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