The Role of Trust in Brand Repositioning

I remember a number of years back Ogilvy did the BP beyond petroleum repositioning British petroleum and then they kind of refrained it as beyond petroleum there was a massive rollout of a campaign that had an awful lot of great intentions associated with it but unfortunately then accident accidents and bad decisions sort of disjointed that. I think right there you're you're hitting bang on a brand that's sitting at the intersection of everything that we're talking about with with trust issues at large and culture trust and information trust and institutions like Patagonia.