27 Jun '11, 2pm

Wink: More on Sustainability in Marketing

But think of this as a thought-exercise in hyper-progressive branding. If the trend of “authenticity” in branding is to become a point of differentiation (as opposed to “me-too” marketing) then what does a new brand interface look like between a company and a consumer? What type of dialogue needs to occur to enjoy a truly authentic relationship? Do we need to openly share bad news with one another? Can we have sympathy without suffering? Most people agree that genuine dialogue happens when both parties are open and willing to admit to mistakes. Is it reasonable to expect this interface between brands and consumers?

Full article: http://www.environmentalleader.com/2011/06/27/wink-more-o...

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