Margot Bloomstein is the principal of Appropriate, Inc., a brand and content strategy consultancy. Over a twenty year career, she has consulted in a wide range of industries. Margot is the author of Content Strategy at Work and of a new book, Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap, which is the subject of our conversation today.Show notesAppropriate, Inc.@mbloomstein on TwitterTimberlandPublicis SapientTrustworthy: How The Smartest Brands Beat Cynicism and Bridge The Trust Gap by Margot BloomsteinMistrust: Why Losing Faith in Institutions Provides the Tools to Transform Them by Ethan ZuckermanGartnerEdelmanCrutchfieldgov.ukMailchimpBlack Lives MatterBanana RepublicIndieboundBookShop.orgSome show notes may include Amazon affiliate links. I get a small commission for purchases made through these links.