Trust can't exist in a relationship void of respect. If trust is the ability to breathe, respect is the oxygen. If you think I'm stupid or incompetent, you won't trust me. And if you think I think you're stupid you won't trust me. No matter how you phrase it, if there is no respect between two people/parties/entities, there will be no trust.
In business, providing value for consumers is a great way to gain trust, but only if there is respect in addition to that value. So many businesses focus on developing marketing campaigns to gain consumer trust, but still treat consumers like they are stupid. They view "the consumer" as numbers and data sets to be collected and contained. People treat you with the same respect you show them. And for many businesses that's not very much. You can't build any trust bridges until there is a foundation of respect. So don't be surprised when your "tell us why our product is great" campaign fails miserably.