“Transparency Is Not A Strategy”

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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.