“Transparency Is Not A Strategy”

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In her latest Hog Blog post Sally Hogshead explains the value of anarchy and reminds us the “The Declaration of Independence” was once considered an anarchist document.
As much as I love where she’s going with her “Anarchy Now!” call to action, what I really like is her paragraph on transparency.

Companies are coming to terms with the need to be “transparent” with consumers, realizing that poor service, shoddy products, and old-economy weaknesses can’t be shellacked with a fresh coat of PR. But instead of genuinely fixing problems and being transparent about it, they’re trying to “do” transparency, managing their image via corporate blogs and videos. Transparency is not a strategy. Strategies are voluntary and optional, and transparency is neither. Like it or not, consumers will pay attention to that man behind the curtain.

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About David Burn

Native Nebraskan in the Pacific Northwest. Brand builder at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Believer in Gossage, Bernbach and Clow. Doer of the things written about herein.