Brand culture
Mark SngThink Native
In an age of internet-driven transparency, to be credible, brands need to ensure that their actions are aligned with the image they wish to project
We live in a world of near-perfect information, where the only thing standing between people and everything they want to know about a company is just a few clicks; in online news articles, the blog posts of friends, consumer reviews or the tweets of employees.
This new age of ‘forced transparency’ has serious implications for marketers, as it becomes increasingly impossible to keep brands separate from the organisation within....