I came across this chart recently reading some of the excellent posts and information on the FutureLab's web site - lots of excellent info about marketing, branding etc. But the table below, from the Edelman Company, just blew me away.
If you're starting a business, just about any type of business I can think of, pay attention to these factors. More info about Edelman's approach and their annual Trust Barometer can be found here.
