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In today's economy, marketers must adopt new strategies to build trust, act transparently, and empower consumers to make confident decisions. Cynicism undermines this trust, affecting media, government, and brands alike. To restore consumer confidence, marketers often discuss empathy and authenticity, but the key lies in giving more control to the audience. This approach, while daunting, has proven effective for high-performing organizations like Airbnb, Zoom, the FBI, and The New York Times. These entities have successfully implemented content and design strategies that empower their audiences as informed decision-makers. By teaching audiences to evaluate options and engage in self-education, organizations can foster trust. Content strategy expert Margot Bloomstein explores the experiences of various professionals—copywriters, designers, and CMOs—who work to build trust through effective imagery, storytelling, and design. This actionable framework emphasizes voice, volume, and vulnerability, providing concrete tactics to help brands regain trust, respect, and customer loyalty. Ultimately, the goal is to guide organizations and audiences away from cynicism and toward a more hopeful and productive future.
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Trustworthy, Margot Bloomstein
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- Année de publication
- 2021
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