With corporate trust at a low ebb, most businesses are struggling to work out how to increase their reputation.

A few years ago I was working for one such company.  The business had a number of reputation challenges and I remember one day the CMO, faced with ever declining trust numbers, suggested creating a campaign solely to explain why they were a trustworthy business.  Sound like a crazy idea?  I certainly thought so. I tested the messages for them in a poll, they didn’t work well, and the idea was quickly dropped.