Trend Watch: The Real Deal
- Date: 2009-07-21 - Word Count: 288
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Definition
Transparency walks the divide between honesty and an unapologetic attitude in the search for the truth. Honesty can be salt in the wound or it can be a weight off your shoulders. Accepting both as reality is paramount to the transparency trend.
Spin
Honesty-Sweeping problems under the carpet or the hush hush mentality is no longer a viable game plan. Whistleblowers can pop-up anonymously from anywhere via the Internet and KO a company's future. Consumers have been empowered by the Internet to become an informed community of buyers and influencers. With blogs and product reviews, consumers have direct communications with companies, both good and bad. Likewise, brands have an outlet to reach consumer ideas and concerns.
Real-Are we really worth the value of our bank accounts? Or the value of our cashmere sweater or posh Armani wing-tips? The transparency trend strips monetary value from our perceptions of others and lays-bare who we really are as people. Because we aren't a BMW or bungalow in Hawaii; we're more than our purchasing decisions; we're a friend that will answer her phone at 3AM. The Internet has furthered this trend as it is truly the great "equalizer". Everyone has an equal say or chance to share his or her passion.
Examples
Paterson-Admitting to adultery and drug abuse was a wise move by the New York Governor, David Paterson. It was a move that possibly saved him from the fate of his predecessor, Governor Elliot Spitzer.
True Beauty-ABC is looking through the make-up with its new show called True Beauty (produced by Ashton Kutcher and Tyra Banks). Its aim is to not only figure out who is prettier, but to test the moral fiber of each of its ten contestants.
To read more about transparency and honesty, visit Sparxoo.com
Transparency walks the divide between honesty and an unapologetic attitude in the search for the truth. Honesty can be salt in the wound or it can be a weight off your shoulders. Accepting both as reality is paramount to the transparency trend.
Spin
Honesty-Sweeping problems under the carpet or the hush hush mentality is no longer a viable game plan. Whistleblowers can pop-up anonymously from anywhere via the Internet and KO a company's future. Consumers have been empowered by the Internet to become an informed community of buyers and influencers. With blogs and product reviews, consumers have direct communications with companies, both good and bad. Likewise, brands have an outlet to reach consumer ideas and concerns.
Real-Are we really worth the value of our bank accounts? Or the value of our cashmere sweater or posh Armani wing-tips? The transparency trend strips monetary value from our perceptions of others and lays-bare who we really are as people. Because we aren't a BMW or bungalow in Hawaii; we're more than our purchasing decisions; we're a friend that will answer her phone at 3AM. The Internet has furthered this trend as it is truly the great "equalizer". Everyone has an equal say or chance to share his or her passion.
Examples
Paterson-Admitting to adultery and drug abuse was a wise move by the New York Governor, David Paterson. It was a move that possibly saved him from the fate of his predecessor, Governor Elliot Spitzer.
True Beauty-ABC is looking through the make-up with its new show called True Beauty (produced by Ashton Kutcher and Tyra Banks). Its aim is to not only figure out who is prettier, but to test the moral fiber of each of its ten contestants.
To read more about transparency and honesty, visit Sparxoo.com
Related Tags: branding, strategy, brand strategy
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