Brand trust and its demise has been a familiar topic of late. First it was our institutions (“Kelloggs trusted more than the government”), then it was the banks (“Marketing to blame for lack of trust in banks”). More recently it's been the turn of the media (Leverson and the Jimmy Saville scandal), sport's stars (Lance Armstrong), tax-evaders (Starbucks and Amazon), the food industry (Tesco and horse meat) and the data-hoarders (Facebook, Google et al).