The Meineke franchisor provides a reputational bridge between the motorist and the franchisee, who meet only in passing. Franchised motels, restaurants, and convenience stores also capitalize on trust in infrequent dealings. The role of the reputational bridge is also demonstrated by the retailer who, a hundred times daily, serves as the link between a consumer and a producer. Many matches between consumers and producers are irregular as in the case of a consumer purchasing a washing machine or an ulcer medication but the consumer has extended dealings with the retailer, who in turn has extended dealings with the producer. By carrying the appropriate array of products, middlemen can make a profit by creating trust for the consumer with an irregular need of a specialized commodity.
Brand names are another way of creating trust in a free market.
National Biscuit, Heinz Soup, Armour Meat, Standard Oil, and other companies placed one banner on many different products. The consumer who found one product of a brand to be satisfactory, those companies suggested, could assume that all other products also would be suitable. Promisors often mislead and deceive trusters, but trusters know their vulnerability and look for solid evidence. Consequently, promisors who can evidence trustworthiness are rewarded in business traffic. They might offer such evidence as praise or honors from an independent knower, someone who can evaluate the product but who does not reap gains from its success.