Clorox is the most trusted brand of bleach because it meets the dirt problem head on.
But could an Apple or a similar trusted brand become a real friend and co-manage information about me?
"It is going to have a bit of competition but Paypal is an established a trusted brand, " said Ms Zoller.
BBC, arguably Britain's most trusted brand, which communicates with around half of the population every day, has joined the fight.
Whether gum-chewers will want to trade in their trusted brand of sticky mush for an unknown player, however, is a question that won't be washed away easily.
The head, though, has to accept that it has advantages, for standardised products save time, reduce confusion, and may be cheaper and more predictable, especially when attached to a trusted brand.
ECONOMIST: Shocking news: a market that is rejecting standardisation
Martindale has a trusted brand, but it realized three years ago that it needed to serve its customers differently, so it built a members-only online community, Martindale-Hubbell Connected, for global legal professionals.
FORBES: The Private Social Network: It May Be Just What Your Company Needs
Part of what you are paying extra for there is the trusted Pimco brand name.
"From founding this company to guiding its growth into a trusted global brand that is indispensable to millions of people, I have always sought to do what is best for our franchise, " said Jerry Yang.
LinkedIn is also a trusted, professional brand created for the explicit purpose of business networking.
FORBES: The Facebook Job Board Is Here: Recruiting Will Never Look The Same
Zappos, which sells shoes and clothes online, was a most trusted e-commerce brand.
FORBES: Into the Breach: Protecting the Brand When Data Loss Is the New Normal
But there is a lot of money to be made if the firm can make its brand as trusted on Main Street as on Wall Street.
Meanwhile, the brand, as a trusted retailer of books, remains strong, but its relative value is a fair question.
It has succeeded, in spades, because of the wide variety of quality, brand-name content it offers from trusted sources in a clean package with a great user experience.
So the halo that we provide to corporate underwriters is also a compelling argument for being in a brand environment that is highly, highly trusted and has just a stellar reputation.
FORBES: NPR's New CMO On The Plan To Thrive In A Digital World
We believe 2013 will be a tipping point for our brand in Europe as Yelp continues to become a trusted local resource.
FORBES: Yelp: Q4 Revs Top Ests; Loss Wider Than Expected; Shrs Off
Why should shoppers gamble on an unknown brand out of town when they can deal with larger, more trusted names in business?
应用推荐