Found this on Colin Drummonds excellent blog. It pretty much sums up the concerns of an old guard that once viewed secrecy as one of the main pillars in the creation of a successfull business. How it now competes with all this talk of transparency is fascinating, especially as it's never been harder to hide things even if you wanted to.
I'm not convinced you can dabble with transparency, if taken on it should be a major identity trait for a brand and something that runs through not just communication but every artery of the business. It should be visible in everything you do. By only partly endorsing it, a brand risks further embrassment further down the line. When I see a brand being honest, I assume it's an all encompassing message, not something that merely applies to a sector of their business where they've got nothing to hide.
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