Creative Warriors

There was a time when businesses thought they needed to stay completely neutral and not ever take a side or have any opinion at all. Times have changed, and consumers now like and trust businesses that they can relate to and have opinions they support. It's really about looking for ways to build trust with potential customers and consumers by building them up and giving them information that is empowering.    Margot Bloomstein is a content strategist, author, and keynote speaker. She's been a content strategist for more than 20 years, and she's consulted with clients from a wide range of industries and backgrounds. Margot is the author of Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap and Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project. She’s also the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston.    We tackle some of the concepts in her new book and look at unique ways that brands can build trust that