In Brandingmag’s recent Roundtable, Cannes Lions Jury Presidents Ann Mukherjee and Susan Credle, join other creative leaders to talk transparency.
Up until recently, brands would shield themselves behind carefully crafted advertising and comms, portraying only their “desired brand image”. But as consumers gain free access to more and more information, they can now see behind the curtain and evaluate brands on their own terms. Transparency has become mandatory for brands that want to ensure a steady flow of trust between them and their consumers, and as Susan Credle puts it, “If you don’t embrace the concept of transparency, you better hope you never get caught.” This edition of The Roundtable brings out the hard truth that’s been growing for years — brands are no longer in control.
Download The Roundtable now.