{"id":31430,"date":"2019-11-21T21:14:14","date_gmt":"2019-11-21T20:14:14","guid":{"rendered":"https:\/\/brandsmith.es\/transparencia-el-nuevo-paradigma\/"},"modified":"2019-11-22T11:00:05","modified_gmt":"2019-11-22T10:00:05","slug":"transparency-the-new-paradigm","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/transparency-the-new-paradigm\/","title":{"rendered":"Transparency, the new paradigm"},"content":{"rendered":"\n

Whiplash Team, November 15th 2019<\/h2>\n\n\n\n

Transparency, the new paradigm<\/strong><\/h3>\n\n\n\n

In times when fake-news goes viral and society no longer trusts neither the media, politics nor brands, transparency has become a new paradigm.<\/h4>\n\n\n\n

For brands in\nparticular, it is imperative, since, according to experts such as Chris Barth\nof the New York marketing consultancy Contagious, being transparent is the only\npossible response to these three imposing factors:<\/p>\n\n\n\n

  1. The decline of consumers\u2019 trust in brands.<\/li>
  2. The emergence of new technologies, such as blockchain, which promotes <\/li>
  3. transparency and traceability to products and processes.<\/li>
  4. The new benchmarks established by disruptive\nbrands (those that continuously develop services and renew their marketing\nmethods, designing each process to satisfying the needs and desires of their audience).<\/li><\/ol>\n\n\n\n

    In other\nwords, traditional brands are doomed to either be transparent or see their\nconsumer base disappear in a short space of time.<\/p>\n\n\n\n

    In addition, transparency is a tool that can allow brands to rebuild consumers\u2019 trust. Domino’s Pizza is a good example. In 2010 the pizza chain was subject to very bad reviews and lost much of its market share. As a strategy to regain the trust of its customers it reformulated its recipes and broadcasted its production processes. <\/p>\n\n\n\n

    On the\nother hand, transparency is profitable. Recent studies show that consumers are\nwilling to pay more for branded products they trust.<\/p>\n\n\n\n

    Also, many brands are using transparency \u2013 both in their production and pricing processes\u2013, as a marketing element to gain followers and customers and to set new benchmarking standards.\u00a0An example of this is the children’s clothing brand Honest Company, which is completely transparent as to where and how its garments are made, where they source the fabrics or yarns… On its website you can access all the data and their business philosophy, from the selection of materials to labelling. <\/p>\n\n\n\n

    In Spain, Fernando Olivares, Communication and Corporate Brand professor at the University of Alicante, in a recent conference on \u201cFake News and black brands in the age of transparency\u201d, defined black brands as \u201cbrands, usually owned by notorious and renowned manufacturers, whose products are manufactured entirely by third parties, hidden from the average consumer\u201d. For him, and for the rest of the authors of the book \u00abBlack Brands (in the age of transparency)\u00bb<\/strong>, \u201clabelling should be a space where true production facts are stated and is not a space for ambiguity\u201d.\u00a0As an example of a transparent brand in the food industry they cite Hacendado, rating it as \u201chyper-transparent\u201d and further noting that it is \u201cregistered and relevant to people\u201d.<\/p>\n\n\n\n

    In any case, the standardization of certain technologies will soon be a determining factor in eradicating opacity in products, processes, packaging and labelling. For example, Artificial Intelligence in virtual assistants such as Alexa or Google Assistant, will allow direct access to the data of products, before purchasing them.\u00a0Blockchain, on the other hand, is already being used to track food products to their origin and verify their authenticity and security. In the United States, Walmart, Kmart and manufacturers like Unilever are already using blockchain to track food products as they are added to the production cycle and move through the supply chain.<\/p>\n\n\n\n

    What is\nclear is that transparency has become a critical element for the survival of\nbrands in all sectors and industries. But transparency can\u2019t be artificially\nimposed, it must be incorporated into the organization\u2019s DNA radiating from the\nhighest levels of management towards all levels of the company, to nestle into\nits culture and its daily work.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Whiplash Team, November 15th 2019 Transparency, the new paradigm In times when fake-news goes viral and society no longer trusts neither the media, politics nor brands, transparency has become a new paradigm. For brands in particular, it is imperative, since, according to experts such as…<\/p>\n","protected":false},"author":2,"featured_media":31425,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\nBrandsmith - Transparency, the new paradigm<\/title>\n<meta name=\"description\" content=\"Brandsmith Transparency, the new paradigm\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandsmith - Transparency, the new paradigm\" \/>\n<meta property=\"og:description\" content=\"Brandsmith Transparency, the new paradigm\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/transparency-the-new-paradigm\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-21T20:14:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-11-22T10:00:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2019\/11\/whiplash-n\u00ba128.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nacho Noriega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nacho Noriega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/transparency-the-new-paradigm\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/transparency-the-new-paradigm\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"Transparency, the new paradigm\",\"datePublished\":\"2019-11-21T20:14:14+00:00\",\"dateModified\":\"2019-11-22T10:00:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/transparency-the-new-paradigm\/\"},\"wordCount\":583,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/transparency-the-new-paradigm\/\",\"url\":\"https:\/\/brandsmith.es\/en\/transparency-the-new-paradigm\/\",\"name\":\"Brandsmith - 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