Transparency will become the most important tool of marketing. Consumers are going to continue to exert further power and influence. The idea of radical transparency is something that few brands are taking advantage of now, and most brands fight it. Next year the best brands won’t be those with the best stories, or sort of made up fictional stories, but those that will give an accurate and real time picture of what they are doing in the interest of the consumer, at any given time.
Guy Spier started his finance career with the right pedigree, from Oxford to Harvard Business School. But when he took a job at what he soon discovered was an ethically challenged Wall Street firm (a number of its top leaders later pleaded guilty to fraud charges), he was ashamed. Spier [...]
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