Friday, October 12, 2007

The Age of Transparency - Part II

We made an interesting discovery in the fridge this week. Much like its real world cousin, it's the result of two items having fermented and combined over the past month.

The first item was commentary on the peril companies face in this age of transparency (Sep 9th) The second was a point-of-view on Dove's latest branding effort, it's Onslaught commercial which seems more rhetoric that authenticity (Oct 7th).

The authenticity of Unilever's Dove campaign is called into question because the company promotes the very opposite values through its Axe brand marketing efforts.

Well OFD called it before Advertisng Age did.

In today's age of transparency, companies can't hide aspects of their operations, sourcing of raw materials or values conflict that they were able to conceal in yesteryear. The web 2.0 age of the internet it spawning a new a climate of corporate accountabilty, one that's forced upon firms whether they like it or not.

Marketers can choose to ignore as they wish. The enlightened ones will read the tea leaves and seize it for inspiration and entrepreneurial opportunity.

No comments: