1. Nicola Davies, Planner @ Cake@diginic

2. Introducingthe Trust EquationSource: Galford and Drapeau 3. Trust = Reliability + Credibility + Intimacy 4. But wait, theres more 5. Trust = Reliability + Credibility + Intimacy Self-Orientation 6. The problem:High Self-Orientation is the enemy. 7. AdvertisingWorld 8. Source: http://tpdsaa.tumblr.com/ 9. There is a better way 10. HelloIm the real worldAdvertisingWorld 11. HelloIm the real worldAdvertisingWorldSo, I looked here 12. Source: YouGov,The most trusted Briton poll 13. HelloImStephen Fry 14. http://vimeo.com/16110468 15. Three ideas to lower your Self-Orientation 16. Idea 1 Hire misfits 17. Idea 2 Get out and about 18. Idea 3 Abolish the Case Study VideoReference: Pink Ponies case study 19. http://www.youtube.com/watch?v=dRDhx8Lo37E 20. If you only remember one thingUse your eyes to look out, not tobe looked into. 21. Nicola Davies, Planner @ Cake@diginic