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Margot Bloomstein / @mbloomstein
Enterprise Experience March 12, 2020
Fostering trust in your brand
…and beyond
2 @mbloomstein
Universalis Cosmographia, Martin Waldseemüller, 1507
3 @mbloomstein3 @mbloomstein
4 @mbloomstein
Authority, consistency,
detail, and vulnerability
empower users
4 @mbloomstein
Portrait of the Merchant Georg Gisze, Hans Holbein the Younger, 1532
5 @mbloomstein
“I’m here, you’re not, let me tell you about it.”
5 @mbloomstein
6 @mbloomstein
“I’m here, you’re not, let me tell you about it.”
6 @mbloomstein
360 With Anderson Cooper © CNN
7 @mbloomstein
“I’m here, you’re not, let me tell you about it.”
7 @mbloomstein
Ugly Delicious © Netflix
8 @mbloomstein8 • #aeasf • @mbloomstein
Parts Unknown © CNN
“I’m here, you’re not, let me tell you about it.”
9 @mbloomstein
When information is valuable, we pay attention
and put our trust in consistency, transparency,
and vulnerability.
9 @mbloomstein
10 @mbloomstein10 • #aeasf • @mbloomstein
Parts Unknown © CNN
11 @mbloomstein
12 @mbloomstein
13 @mbloomstein
Authoritative brands offer authenticity to expectation.
13 @mbloomstein
14 @mbloomstein
We look to see ourselves.
We look to see the truth.
We hope the images coincide.
14 @mbloomstein
consistency
15 @mbloomstein
© Porsche
15 @mbloomstein
16 @mbloomstein
© Subaru
16 @mbloomstein
17 @mbloomstein
© Volkswagen
17 @mbloomstein
18 @mbloomstein
https://www.theguardian.com/business/2019/sep/30/volkswagen-emissions-scandal-mass-lawsuit-opens-in-Germany
https://www.usatoday.com/story/money/cars/2015/11/03/vw-emissions-irregularities-gas-mileage-fuel-economy/75101432/
https://fortune.com/2015/11/03/volkswagen-diesel-emissions/
https://knowledge.wharton.upenn.edu/article/volkswagen-diesel-scandal/
18 @mbloomstein
19 @mbloomstein
https://fortune.com/2018/02/06/volkswagen-vw-emissions-scandal-penalties/ Source: Bloomberg
19 @mbloomstein
20 @mbloomstein
https://fortune.com/2018/02/06/volkswagen-vw-emissions-scandal-penalties/ Source: Bloomberg
20 @mbloomstein
21 @mbloomstein21 @mbloomstein
https://fortune.com/2018/02/06/volkswagen-vw-emissions-scandal-penalties/ Source: Bloomberg
22 @mbloomstein
For better or worse,
our internal truths trump external facts
Inconsistency erodes our ability to evaluate and trust.
23 @mbloomstein
24 @mbloomstein
This is our problem.
24 @mbloomstein
25 @mbloomstein
expertise → homophily
26 @mbloomstein
expertise → homophily → narcissism
27 @mbloomstein
63% of the general population finds it difficult
to differentiate between real and fake news.
Source: 2018 Edelman Trust Barometer
28 @mbloomstein
Only 40% of Americans say they have
a “great deal of confidence” in science.
Source: AP-NORC Center study Confidence in Institutions: Trends in Americans’Attitudes toward Government, Media, and Business
29 @mbloomstein
Inconsistency undermines trust—
externally and internally.
30 @mbloomstein
Does this brand make me
feel good about myself?
31 @mbloomstein
©Jana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Media in Election Years at SXSW
32 @mbloomstein
How we form our beliefs affects our reality
more than what we already believe
32 @mbloomstein
33 @mbloomstein
Cultural predisposition > confirmation bias
Vaccine hesitancy study source: Smith, David, Katie Attwell, and Paul Ward. “The Unhealthy Other”: How Vaccine Rejecting Parents
Construct the Vaccinating Mainstream, Vaccine Volume 36, Issue 12, March 14, 2018, p. 1621 – 1626.
33 @mbloomstein
34 @mbloomstein
Empowerment rebuilds trust
35 @mbloomstein
Voice
Volume
Vulnerability
36 @mbloomstein
Voice
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
38 @mbloomstein
39 @mbloomstein
40 @mbloomstein
41 @mbloomstein
42 @mbloomstein
43 @mbloomstein
44 @mbloomstein
Voice:
favor familiarity over precision,
consistency over novelty, and
transparency over obfuscation
45 @mbloomstein
Voice
Volume
46 @mbloomstein
47 @mbloomstein
48 @mbloomstein
49 @mbloomstein
Users can appreciate slow experiences.
they’re engaged,
anticipating,
creating memories.
52 @mbloomstein
53 @mbloomstein
©Yunghi Kim, Contact Press
55 @mbloomstein
Voice
Volume: offer enough detail to tell the story and
make the user feel confident.
56 @mbloomstein
Voice
Volume
Vulnerability
COOK’S ILLUSTRATED EXAMPLE
COOK’S ILLUSTRATED EXAMPLE
59 @mbloomstein
COOK’S ILLUSTRATED EXAMPLE
60 @mbloomstein
ADD OUTSIDE YOUR BUBBLE
61 @mbloomstein
Voice
Volume
Vulnerability: host the conversation and
prototype in public to work with users,
not for them
62 @mbloomstein
To regain trust, invest in empowering people.
Build their confidence in themselves and in us.
63 @mbloomstein
No face-to-face communication?
Offer a consistent, accessible voice.
Over-communicate and show your work.
Embrace human transparency.
64 @mbloomstein
Design for trust, not cynicism.
65 @mbloomstein
Thank you.
Margot Bloomstein
@mbloomstein | margot@appropriateinc.com

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