Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference

Transparency: The New Trust

There has been a lot of talk about transparency ever since online and social media began emerging as such important, impactful channels for brands. Transparency adds to the trust consumers have with a brand, which translates to brand equity, as every strong relationship contributes to the public’s admiration and bond with a brand.

Lack of transparency can turn into a major brand bump, as it gives consumers a reason to publicly punish the brand for what is deemed to be careless, deceptive, and inconsiderate behavior. Whether it’s the Pampers ordeal, or Wal-Mart enlisting a team of paid bloggers to comment on products, or brands that offer rebates that contain so many provisions that the chance of actually getting one ...