In a global sales & marketing conference, a presentation showed just how important trust was to the attendee's brand and marketing success.

At the end of the presentation one senior attendee asked, ‘If trust is that important, how do I build it, how do I steer it and how do I ask my CFO for money for it?’. There was dead silence in the room. While everyone knew how important trust was for them, none of us brand professionals could explain how to build and manage it.

We decided to look into it. After trawling everything about trust in sales, marketing, sociology, psychology, neuroscience and anthropology for months, we found that everything points to the importance and effects of trust, but nothing really explained how trust forms in our minds (except for superficial advice like: be honest, be consistent, communicate, do what you say you do – which beg the question what to be honest with, what to be consistent with, what to communicate and what to promise).

Working with a great psychologist, Barbara Grohsgart, and under supervision of the father of the most modern psychology, Professor W. Salber, we researched how trust forms between people and between people, organisations and brands.

The analysis showed that the trust factors tended to fall into 6 categories, allowing us to define the 6 dimensions of trust and how they interact.

With mext, through practical application, we developed the processes, statistical validation and measurement systems around the Hutrust® (human trust) model to make it practical and effective in brand and marketing development.

Since our first use of the Hutrust® model, the application expertise has grown from brand and marketing to employee engagement and leadership to conflict resolution and sales and bd, working with companies from Australia to Qatar and in Airlines legal services to telco and to yogurt. In all areas we and our partners have shown we can help achieve immediate, significant performance improvements measured in sales, consideration, NPS and brand measures.

Today we train and consult to organisations globally, ourselves directly, or through our network of accredited partners in the different specialist disciplines.


Stefan Grafe

Managing Director

Mext (part of the Mext/Duxton Consulting network)

Since our first use of the Hutrust® model, the application expertise has grown from brand and marketing to employee engagement and leadership to conflict resolution and sales and bd, working with companies from Australia to Qatar and in Airlines legal services to telco to yogurt.