Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap
Ready to design our way out of cynicism, empower people, and rebuild trust?
Discover what the smartest organizations are doing to foster trust by using content and design to build the confidence of consumers and citizens alike. In an increasingly chaotic and unpredictable world, you’ll learn how to prioritize your efforts and budget to build rapport through a consistent voice, determine the right level of detail in imagery and other content, and wield vulnerability as an asset to build community and confidence in your audience.
Trustworthy is a book for marketers, designers, writers, and anyone who wants to rebuild trust in an organization—and across society itself. You’ll find a three-part framework featuring examples and interviews with CMOs, creative directors, and copywriters in a broad range of organizations: America’s Test Kitchen, 18F, Zoom, Center for Civic Design, TED, The New York Times, Airbnb, Crutchfield, GOV.UK, Mailchimp, Banana Republic, Lovehoney, local elections boards, and more. With examples, case studies, and concrete tactics, Trustworthy doesn’t just describe the problem that mires most organizations and marketing departments. It arms you with timely inspiration and an actionable framework to beat it.
Coming from Page Two, March 2021.
Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project
Looking to get started with content strategy?
Explore one of the industry’s foundational texts: an unparalleled collection of case studies, examples, and processes to bring you from message architecture through audit, editorial style guidelines, calendar, and rollout.
Content Strategy at Work is a book for designers, information architects, copywriters, project managers, SEO consultants, social media specialists, and anyone who wants to create better user experiences. You’ll find a framework illustrated by examples from higher ed, retail brands, network television, nonprofits, and government institutions—along with practical sales techniques to make it all possible.
Published by Morgan Kaufmann, March 2012.