“Trust is sort of fundamental, right? You can really not play with or take advantage of your consumer’s trust — you can look at Facebook as a prime example of what could go wrong,” he said. “We believe brands and consumers bond like people bond with each other — it’s very organic, it’s very fluid, it’s very emotionally driven. The bonds that we form with these brands are really precious. Brands have to be a little more measured or more careful, in a way, that they’re projecting or affecting their reputation in the market.”