Trust is a tough nut to crack these days. One on hand, it's the easiest topic to elevate with chest-thumping righteousness, but it's harder to execute, much less enforce. Moreover, in the topsy-turvy digital and "social" age, it's painfully difficult to define. Marketers in particular need to ask really hard questions. Trust is the currency of effective advertising, and yet it's so curiously evasive and increasingly murky. That's why we need a new conversation on "trust."
