14 – 15 March 2019

thestudio, Manchester

Session type:

Session duration:
60 minutes

Presented by:

Margot Bloomstein

Appropriate, Inc.

About this Keynote

Consumers and citizens alike turn inward for the truth - and by designing for empowerment, the smartest organisations meet them there.

We’ll explore why trust in the old guard has fallen apart - and then examine how today’s smartest companies and institutions rebuild trust by bolstering their customers’ knowledge. We’ll dig into examples from the public and private sector to ask: how do brands develop rapport when audiences let emotion cloud logic? What happens when cultural predisposition affects public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy?

You’ll see how to use tactics of design and content to empower users. The same tactics can work across industries, scale and audience. You’ll uncover a play-by-play approach to educating and empowering consumers and citizens alike - and learn how to operationalise vulnerability through design that rebuilds hope itself.

About the Speaker

Margot Bloomstein draws on nearly 20 years of experience helping shape content strategy as a practice and industry by teaching workshops, speaking and consulting for a range of institutions as the principal of Appropriate, Inc.

She is the author of Content Strategy at Work (2012) and a forthcoming guide for using content and design to foster trust. Margot’s work in message architecture-driven content strategy informs the communication of the American Montessori Society, crisis response at Harvard University and cultural tourism in the state of Nevada. Her clients also include Fidelity, Lovehoney, Scholastic, Sallie Mae, Lindt and Sprüngli, and the Rhode Island Public Transit Authority.

A participant in the inaugural Content Strategy Consortium and featured speaker at SXSW, Margot is a popular speaker at conferences around the world. She also produces BrandSort, teaches in the content graduate programme of FH Joanneum University in Graz, Austria, and advises Women Talk Design, a network of underrepresented speakers in design and adjacent industries.


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