1. An introduction to the six drivers of trust
and reputation. !
Die 6 Vertrauens- und Reputationstreiber.!
Examining how trust and reputation are
interrelated, how trust impacts
stakeholder relations, and how trust can
be analyzed and built.!
!
The 6 drivers of
reputation and
trust.
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and
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mext
2013.
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and
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of
trust
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2. 70-80%
Trust drives over 75% of your
reputation.
This corresponds with
international reputation studies
that show that trust accounts for
70-80% of reputation.!
part of the Asia Pacific mext/duxton group

3. The more people trust, the higher they
score the organisation’s reputation.!
0%
20%
40%
60%
80%
100%
0
1
2
3
4
5
6
7
8
9
10
%
of
people
Trust
score
Has
a
good
reputa,on
Relates
well
to
people
like
us
Is
valuable
to
our
community
part of the Asia Pacific mext/duxton group

4. • Driving trust automatically drives
the vast majority of your
reputation.!
• If we clearly understand trust, we
understand better how to build
and manage 3/4 of our reputation.!
Trust is very important.
part of the Asia Pacific mext/duxton group

5. Let’s look at trust in detail.
part of the Asia Pacific mext/duxton group

6. To understand what trust is made of, we use
HuTrust®.
HuTrust® dimensionalises trust into its 6 facets. !
!
§ Psychologically correct!
§ Statistically proven!
§ Practically proven with many leading organisations
from Australia to Qatar.!
HuTrust (for human trust) displays the 6 facets that make
up trust.!
This enables to understand what people (don’t) trust for
and therefore turn ‘trust’ into an actionable concept.!
part of the Asia Pacific mext/duxton group

7. Through research and application we confirmed that the six
facets of HuTrust® are the six key drivers of reputation and
trust in businesses and brands.!
part of the Asia Pacific mext/duxton group

8. Trust Facet 1: Stability!
You must have clear roots!
part of the Asia Pacific mext/duxton group

9. Trust Facet 2: Development !
You must show you will develop & and take
leadership!
part of the Asia Pacific mext/duxton group

10. Trust Facet 3: Relationship !
You need to offer an attractive kind of relationship. !
part of the Asia Pacific mext/duxton group

11. Trust Facet 4 : Benefit !
You need to deliver a compelling
benefit.!
part of the Asia Pacific mext/duxton group

12. Trust Facet 5 : Vision!
What aspiration or image do you pursue? How is that
attractive?!
part of the Asia Pacific mext/duxton group

13. Trust Facet 6: Competence!
You must show what competences you have
and portray competitiveness !
part of the Asia Pacific mext/duxton group

14. The 6 drivers of HuTrust® drive and explain 77% of
reputation!
0%
20%
40%
60%
80%
Company
1 Company
2 Company
3
77% 75%
68%
N=
>
2,500
part of the Asia Pacific mext/duxton group

15. Trust
drivers
Reputa3on
drivers
14%
15%
24%
12%
16%
19%
15%
12%
19%
12%
23%
19%
0%
5%
10%
15%
20%
25%
30%
Stability Development Reltionship Benefit Vision Competence
In this specific case, to build reputation most effectively, the
organization needs to focus on building relationship and vision trust.!
HuTrust® tells you precisely what your trust opportunities are and how to seize them.
part of the Asia Pacific mext/duxton group

16. Reputation
Stability trust
Development trust
Relationship trust
Benefit trust
Vision trust
Competence trust
Other factors
77%
23%
HuTrust® empowers you to take control of your key reputation driver - trust.
Attributes
Signals
Messages
Behaviours
Programs
part of the Asia Pacific mext/duxton group

17. Global
contact:
mext
Consul3ng
Australia
Stefan
Grafe,
Managing
Partner
&
HuTrust®
Developer
Stefan.grafe@mextconsul,ng.com
165
Cremorne
Street
Richmond
VIC
3122
+61
3
94285417
Duxton
Consul3ng
Singapore
Email:
laurenz.koehler@duxton
consul,ng.com
Address:
26
Duxton
Rd.
Singapore
089490
Phone:
+65
6323
3340
Chris3na
Eisenschmid
Email:
chris,na.eisenschmid@psyma.com
Address:
Nymphenburger
Str.
14
80335
Munich
Phone+49
(0)
89
20209610
Concerto
Marke3ng
Suite
250
–
128
Has,ngs
St.
West
Vancouver,
BC
V6B
1G8
t:
604-­‐684-­‐8933
f:
604-­‐684-­‐8934
Who
Group
Australia
M.Dudley
Email:
md@whogroup.com
Level
2,
1
Southbank
Blvd
Southbank
VIC
3006
03
8636
4000
Tred
Interna3onal
Adam
Thorp,
Director
Mobile:
0417
584
599
Phone:
02
9300
6439
www.tredinterna,onal.com
Email:
info@tredinterna,onal.com
For further information and
HuTrust® usage, please
contact: