TRUST. Five letters that spell the difference between succeeding and building the legacy of a company. Much like any kind of relationship, trust is something that is not so easily achieved, yet has become invaluable in today's rapidly changing landscape. In business, trust is also a form of currency. Brands would have value if people accepts and delivers what it promised. As a consumer, trust in one brand is important for me because that's what makes me continue to support it over the years.