Trust Inc.

Introduction

Which companies do you really care about? Is there one you simply couldn’t do without?

It’s a question that we rarely ask ourselves – so prevalent and dominant are companies and brands in our everyday lives. But while we’re dependent on the products and services that enable our modern existence, do we really care who makes them?

Apple, many people will cry. Surely we can’t live without Silicon Valley’s minimalist yet superbly functional pads, pods and phones? Perhaps, but remember Apple had suffered over a decade of financial struggles before it dialled into global dominance with the iPhone. What about Coca-Cola then? Its signature product has helped establish perhaps the most iconic and best-loved brand the world has ever seen. ...