Joel: It’s remarkable how trust in corporations has plummeted so far just in the past year. Mariana: People are just tuning out. Joel: They aren’t just tuning out – they are also being bombarded with negativity about corporations through the media. Everyone is being tarred with the same brush. Mariana: I always come back to what I hear from my friends and colleagues. If someone has had a good experience with a phone company, or a bank, or someone likes this gallery – that’s what I believe. Joel: We keep talking about how one word of mouth referral does the work of a dozen ads. Mariana: What we have to do is figure out how to communicate that word of mouth in a way that is real and true to the people talking. Joel: It can’t feel like spin. It can’t be packaged. You just have to give people a voice and then let them speak. Mariana: I think in this case the packaging of a quote actually undermines its credibility.