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Brands must be honest and transparent from "summary" of The Brand Gap by Marty Neumeier
The foundation of any brand is trust. Without trust, a brand is nothing more than a logo and a tagline. Trust is built on honesty and transparency. In today's hyper-connected world, consumers have access to more information than ever before. They can easily uncover any inconsistencies or deceit within a brand's messaging. Therefore, brands must be authentic in their communications. Being honest means not misleading consumers with false promises or exaggerated claims. It means delivering on the brand promise and owning up to mistakes when they occur. Tra...
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