Amazon's the brand, not the publisher. Schwab is a relationship brand. It's not a core part of IT in that instance. But the new common sense I've discussed here is that while all these factors are desirable in themselves, they are not enough to ensure trustability. He has to be impeccable in meeting promises, protecting customer privacy, and promptly and accurately handling transactions.
Relationships rest on trust.
Combine trustworthiness and trustability and you have a winner.