SXSW 2019
Design for Trust: Empower Your Audience & Brand
Description:
What do the FBI, TED, America’s Test Kitchen, and the world’s largest sex toy retailer have in common? They traffic in trust. Each organization designs to earn its audience’s trust—and repair a society marked by its erosion. The bickering bedfellows of media and politics caused people to doubt both expertise and echo chambers; today, these smart organizations blaze a new path to engagement. We’ll explore how they invest in volume, vulnerability, and validation through content and design. The payoff serves brands and audiences alike, and reveals a fundamental truth about building lasting relationships with customers, constituents, and colleagues: education is the key to empowerment, and the confidence entwined with empowerment reflects back as the only path to trust in something larger.
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Takeaways
- Transcend "transparency" and "empowerment" as buzzwords: uncover the verbal and visual style of brands that use them strategically to foster rapport.
- The right content isn’t more content—even if volume replaces personal experience. Fuel confidence with Cook’s Illustrated and GOV.UK content types.
- Steal a page from the New York Times and Crutchfield Electronics to discover the loyalty-building benefits of collaborative content and design cues.
Speakers
- Margot Bloomstein, Brand & content strategist, Appropriate, Inc.
Organizer
Margot Bloomstein, Brand & content strategist, Appropriate, Inc.
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