Second Brand Trustworthiness Survey Will Identify Those O.C. Products and Services That Residents Trust the Most in 2011

Values Institute at DGWB Heads up This Year’s Effort to Determine Orange County’s Most Trustworthy Brands

Expanded “OC Trust Summit” Planned for June 2011

SANTA ANA, Calif.--()--Last year, Disneyland, In-N-Out, Trader Joe’s, Chapman University and the Los Angeles Angels of Anaheim made the cut as the most trustworthy brands in Orange County. But will local residents rank them as high again this year – or will other local companies, products and services engender more of the public’s trust in 2011?

And what about the other iconic names on the 2010 list: St. Joseph’s Hospital, Vizio, Planned Parenthood, Mother’s Markets and Cal State Fullerton? Have they established enough trustworthy relationships with their customers and constituents to remain at the top of the trust monitor?

A team of Southern California values and ethics researches led by the Values Institute at DGWB is determined to find out. The 2011 Most Trustworthy Brands: Orange County Editionsurvey, a sequel to last year’s effort which culminated in June 2010’s groundbreaking Orange County Trust Summit, is now live and available for public participation at http://surveys.qualtrics.com/SE/?SID=SV_4PhRb0lNso0P7nK.

Designed to determine not only the most trustworthy brands based in, or commonly associated with, Orange County, but also the reasons why those specific products and services hold the public’s trust more than others, the survey is based on a proprietary research initiative developed by The Values Institute at DGWB. The list of most trusted brands resulting from the six-month research effort will be published in the June 2011 issue of OC METRO magazine. A national brand trustworthiness study also is in the works.

The 2011 OC Trust Summit, an expanded sequel to last year’s event hosted in partnership with OC METRO and Churm Media, is planned for June 2011. In addition to acknowledging those brands that scored the highest in the five measures of trust, the event will give attendees an opportunity to explore the ways in which the honored brands have built and maintained trustworthy relationships with their customers, employees and other publics.

Trustworthy Brands: Orange County Edition grew out of DGWB’s values-based research programs developed for California Avocados, Dole, Thermador, KFC, Wienerschnitzel, Hilton Garden Inn, Toshiba Business Solutions, Children’s Hospital of Orange County (CHOC), St. Joseph’s Hospital and other clients. 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 turned social psychologist 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 values-based marketing and social entrepreneurialism.

Like last year, 2011 Most Trusted Brands: OC Edition will use 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 will be created, and those Orange County brands with the highest cumulative scores will be included on the list. The brands will not be ranked.

Those interested in participating in the Most Trusted Brands: OC Edition survey can go to http://surveys.qualtrics.com/SE/?SID=SV_4PhRb0lNso0P7nK. There is no cost to participate.

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 turned social psychologist 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, CA 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.

Contacts

DGWB PR
Bob Ochsner, (714) 881-2341
BOchsner@dgwb.com

Release Summary

The 2011 Most Trustworthy Brands: Orange County Edition™ survey, a sequel to last year’s effort which culminated in June 2010’s first-ever Orange County Trust Summit, is now available.

Contacts

DGWB PR
Bob Ochsner, (714) 881-2341
BOchsner@dgwb.com