Comments on: It’s time to embrace a new kind of brand transparency http://gemmawent.com/2009/06/09/a-new-kind-of-brand-transparency/ Mon, 06 Feb 2012 23:12:54 +0000 hourly 1 http://wordpress.com/ By: Lilian Mahoukou http://gemmawent.com/2009/06/09/a-new-kind-of-brand-transparency/#comment-37 Sat, 13 Jun 2009 14:05:56 +0000 http://gemmawent.wordpress.com/?p=260#comment-37 @ashley goodall : I agree with you about half-measures. This is why I might say that not every company should use social media. Nevertheless, as individuals gain power and influence, brands and companies will surely be talked on Twitter, on blogs and other social platforms.

The smartest decision to make is to keep evolving and wowing stakeholders.

]]> By: ashley goodall http://gemmawent.com/2009/06/09/a-new-kind-of-brand-transparency/#comment-32 Tue, 09 Jun 2009 14:17:31 +0000 http://gemmawent.wordpress.com/?p=260#comment-32 I think of social media as a kind of heaven and hell for brands- if your’e dull and evasive you die, if your’e generous and open you’ll live and grow, its ultimately all about reputation and people’s attitude towards you- in this new twittocracy there’s no hiding place..

]]> By: Diane Fox-Hill http://gemmawent.com/2009/06/09/a-new-kind-of-brand-transparency/#comment-31 Tue, 09 Jun 2009 13:51:14 +0000 http://gemmawent.wordpress.com/?p=260#comment-31 I think you’ve hit the nail on the head here. The traditional brand model of ‘we’ll talk’ and ‘they’ll listen’ is increasingly outdated. Sure, you CAN keep doing it that way, but don’t be surprised if competitors start better conversations with people while traditionalists twiddle with their brand onion.

Co-creation is where it’s at.

The crunch, loss of trust in large institutions, the belief by people that they are in charge of their own destiny….all these things add up, and brands need to CONFIRM, not DENY that individuals have the right to make their own decisions.

Brands need to look forward. People’s needs change over time, so does technology and we should all help create the future we want. Ignoring social media or hanging on to outdated branding models just won’t cut it.

Personally I am increasingly looking at Twitter as a topic AND a resource. It seems apparent to me that brands need to shake things up, lose the cliches and get back to being ‘real’. Let’s face it, people can’t get enough of the authentic right now, and why do we think that is? Just a random trend? No, of course not. It’s built out of insecurity, limitless choice and limitless distrust. People have less time than ever for brands that talk AT them rather than TO them. People are salving themselves right now by ODing on the real. So brands should embrace this, be real, be hyper-real even and engage back.

Hmmm I seem to be on a rant but it’s no time to stick heads in sand. Engage.

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