ADVERTISEMENTIs there such a thing as the most trusted brand? Because brand trust can be measured in many different ways and not all forms of brand trust drive commercial outcomes. If we want to measure trust properly, we need to measure the two traits of brand trust independently: brand capability (can the brand be trusted to deliver what it promises) and brand character (does the brand operate with integrity). People buy from brands they don’t trust because they strongly trust the brand to deliver on brand capability (which drives commercial outcomes) but they don’t trust the brand on the trait of brand character (which drives advocacy and loyalty over time). Given a brand can be both trusted and distrusted to deliver on elements of brand capability and brand character at the same time, it is a curious concept that a brand can be labelled the most trusted brand in Australia.