by: Iqbal Mohammed
That gaffe, however, set me thinking.
It's a long way off, but I think someone, somewhere out there will make the ultimate transparency judo move - to enshrine a right to information clause in its brand charter.
As per the clause, anyone - consumer, press or competition - can demand (not request, but demand) to see any information about a company/brand and the company will willingly oblige. Not as a favour - but as a self-imposed obligation.
What such a move would do, above everything else, is to regulate and weed the kind of supercilious thinking that brands have in the lower ranks. Because - even sales training manuals and sessions - are open to scrutiny by the very people they are designed to ensnare.
While seemingly improbable, I think the RTI clause isn't too much of a long shot. When the honeymoon of collaborations and user-generated strategy is over - when consumers are no longer grateful for just being asked to contribute - they will demand their pound of flesh for what they offer.
That is more transparency - and not of the 'look I'm doing you a favour' sort.
[Original pic by mstephens7]