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Let's Get Naked: A Guide to Brand Transparency
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Who wouldn’t want to see Coke naked?
Recently during Advertising Week, I saw the documentary “The Naked Brand.” It refers to brands being transparent, open, real and just a little vulnerable. For the uninitiated, it is an introduction to the Age of Transparency.
With product ratings, YouTube, Facebook, Twitter, blogs and more created every day, brand transparency is not a choice. Our only choice is whether to fight it or embrace it. By embracing it, you could see growth and success beyond what you thought possible. If you fight it, you will only hurt your brand in the end. Here are four proof points illustrating what happens in the age of transparency:
1. Patagonia: The Truth Shall Set You Free
Patagonia founder Yvon Chouinard is committed to selling quality, environmentally conscious products. But not all of Patagonia’s products are perfect. And Yvon knows it.
But rather than produce a sexy ad campaign showing mountains and streams that highlight only the good features of its products, Patagonia created a groundbreaking interactive site called The Footprint Chronicles. It enables users to see exactly where Patagonia’s products are made, how they are made and what they are made of. When users buy a product online, they can click the “Product Footprint” tab to see “The Good” and “The Bad” features of that product’s environmental footprint.
Read the entire Forbes article
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