Use a trust index for political brands

Re: “MEC tops UVic Trust Index, others sink fast on scandals,” May 16. The University of Victoria’s Gustavson School of Business Trust Index explains three measures for brand trust. The definitions used can also be applied to political parties:

Functional trust — deliver the promise. For governance, this translates to addressing economic, social and environmental concerns. The B.C. Liberals’ governance pattern is to emphasize the economy over social and environmental concerns, cater to big foreign-money interests and gamble on megaprojects. Economic promise delivered? Even after taking money out of environmental and social programs, with “balanced” budgets, they increased B.C.’s debt from $31 billion in 2001 to now more than $70 billion.

Relationship trust — how the customer is treated. We have observed the B.C. Liberals’ use of various control tactics, such as half-truths combined with deflection, not making information available, maintaining policy gaps, not maintaining adequate records, ignoring laws and changing inconvenient laws. Relationship trust drops as citizens realize manipulation patterns.

Values-based trust is about brand alignment to customers’ values and priorities. Individuals vote according to their personal situation, knowledge level and concern level. When information is suppressed, higher than warranted values-based trust can result.

Election results indicate trust in the B.C. Liberal brand is down, on what they have done, and on integrity issues around how they have done it. This party figures it can get ahead by carrying out unbalanced governance for vested interests while manipulating the public to cover its tracks. Replacing the leader will likely not change the B.C. Liberal brand. Ron Kot Victoria