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Trust Summit Honors 16 Local Brands That Are Doing It Best


June 9, 2011 - Anaheim, CA

Sixteen local brands with a major Southern California presence were honored during today's "OC Trust Summit" as the region's most-trustworthy brands.

The brands were determined by the public 2011 Most Trustworthy Brands: Orange County Edition survey implemented earlier this year and designed to determine not only brand trust but the reasons why specific products and services hold the public's trust more than others.

The 16 local brands honored at today's Second Annual OC Trust Summit in Anaheim, Calif., include:

American Red Cross
Apple
Chapman University
Chick-fil-A
CHOC
Costco
Disneyland
Girl Scouts of America
Hoag Hospital
In-N-Out Burger
Nordstrom
Planned Parenthood
St. Joseph Hospital
Target
Toshiba
Wells Fargo

Profiles of the 16 brands and a summary of the six-month research effort appear in the June 2011 issue of OC METRO magazine. A national brand trustworthiness is in the works.

Last year, Disneyland Resort, In-N-Out, Trader Joe's, Chapman University, the Los Angeles Angels of Anaheim, St. Joseph's Hospital, Vizio, Planned Parenthood, Mother's Markets and Cal State Fullerton were honored as the top 10 most trustworthy brands. This year, due to considerably more public interest in the subject of brand trust, the list of honored brands was expanded to 16.

Beyond acknowledging those brands that performed highest in the five measures of trust, the event explored the ways in which the honored brands have built and maintained trustworthy relationships with their customers, employees and other publics.

Most Trustworthy Brands: Orange County Edition grew out of DGWB's values-based research programs developed for California Avocados, Dole, Thermador, Hilton Garden Inn, Toshiba Business Solutions, Children's Hospital of Orange County (CHOC), St. Joseph Hospital and other companies. In 2009, the Santa Ana, Calif., agency founded The Values Institute at DGWB, an independent think tank, to develop the survey and other tools for helping companies, nonprofits and other groups build long-term relationships with their constituents based on common shared values and socially responsible behavior.

Founded by DGWB Co-founder and President Mike Weisman and Chesley Beaver, the agency's former director of strategic planning who is now a sociologist and demographer, the Values Institute is tasked with furthering the study of relationships by partnering with leaders at academic, nonprofit and for-profit organizations involved in value-based marketing and social entrepreneurialism.

2011 Most Trusted Brands: Orange County Edition used a simple, 20-question online survey to measure five trust-related variables: concern, sincerity, identification, consistency/reliability and ability or competence. Through statistical regression analysis, a weighted average of each brand was created, and those brands with the highest cumulative scores were included on the list. The brands are not ranked.

About The Values Institute at DGWB
The Values Institute at DGWB is the nonprofit social marketing division of DGWB Advertising & Communications, Orange County's largest independent ad agency. The wholly separate entity housed at DGWB offices in downtown Santa Ana, Calif., grew out of the agency's more than two decades of work helping Fortune 500 clients and nonprofits build long-term relationships with their constituents based on common shared values and socially responsible behavior. Founded by DGWB CEO Mike Weisman and Chesley Beaver, the agency's former director of strategic planning who is now a sociologist and demographer, the Values Institute is led by a growing advisory board of leaders at academic, nonprofit and for-profit organizations involved in values-based marketing and social entrepreneurialism. For information, contact Mike Weisman directly at (714) 881-2300.

About OC METRO and Churm Media
OC METRO is a monthly business publication, delivering daily news to more than 300,000 Orange County, Calif. readers through its interactive website, digital magazine and the award-winning glossy print magazine. For more information, visit www.ocmetro.com. Churm Media is a leading, regional full-service media company based in Newport Beach, Calif. The privately held company publishes five niche consumer magazines and five interactive websites serving readers and advertisers in five Southern California counties: Orange, Los Angeles, San Diego, San Bernardino and Riverside. The company prints and distributes more than 400,000 magazines per month, with a total audience, print, online and events, of more than 1.5 million readers/ viewers per month.

Media Contact:
Bob Ochsner
DGWB PR
(714) 881-2341
BOchsner@dgwb.com

MarketWire

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