Book in brief - Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap - Boxes and Arrows

Brand is why you care about your relationship with a company (c/o Phil Chang).

Brand strategy is the practice of building that relationship through a system of values that imprint themselves throughout the entire business–visual identity, customer interactions, corporate culture.

Trust does not happen instantly, either. Trust must be, well... earned. "Assured reliance" is a high bar. And people are generally skeptical. So earning trust means that you have to prove yourself not just once but over and over and over again.

If you happen to be a brand putting content out in the world, trust is even harder to come by. Most people