Self-Help for Brands: Embrace Your Strengths, Quirks AND Flaws!
Consumers have been benefiting from reviews, ratings, leaks, reports and other sources of unfiltered information about brands for years now. For the 21st century’s informed consumer, this wealth of information is never more than a Google search away. Now, we’re seeing more brands embrace this reality – the reality that they cannot hide anymore behind a façade of expertly-fabricated perfection. Consumers will discover details - good, bad and in between - regardless of brands’ readiness to accept this fact or not. Slowly but surely, brands have embraced this idea and an “if you can’t beat ‘em, join ‘em” mentality of accepting and even showcasing, unfiltered consumer-created social content.