There can be no alternative towards effective communication between what we term substance (information) and distinctiveness (engagement and user experience). To support the business, communication must carefully balance these two aspects. For the .trust research, we came up with a model that does just that.
This category includes companies that present comprehensive and information-rich content, through stories or viewpoints, which are supported by proactive user engagement and social media. Distinctive elements of the corporate identity are conveyed in both a rational and emotional way, without neglecting the current issues.
Companies in this category focus on visually striking elements. While their websites certainly give off a wow factor, the lack of substance and the inability to explore the content in further depth creates frustration.
These are companies that have a well-defined identity but lack the ability to engage effectively. The tendency here is to explain and describe the company in rational tones. They tend to have overly lengthy sites, made up of long-form text, numbers and documents.
This is the most “dangerous” area to be in, since it demonstrates the absence of a culture of transparency and attention to the digital user. These companies tend to focus on technical and compliance disclosure, without demonstrating a distinct corporate identity. Key themes (if any) are treated in a basic way.