For Shiv Singh, most of the industry's current problems come down to trust. That's the focus of the former PepsiCo and Visa marketing executive's new book, co-written with psychologist Rohini Luthra. The book, called "Savvy: Navigating Fake Companies, Fake Leaders and Fake News in the Post-Trust Era," is a deep dive into the business of marketing with a decidedly psychological bent. It focuses on disinformation campaigns in the Facebook era, the rise of fake news and what happens when people lose faith in institutions around them. On this week's episode of Making Marketing, Shareen Pathak sits down with Singh to discuss why brands today lack trust, the difference between brand purpose and brand equity and why he still likes Facebook.