Influx

One of the requirements for brands in the C21st is greater transparency.

This is easier said than done, but new forms of communication like blogs are helping. Etsy is an online store that sells handmade items and clearly a merchant that’s succeeded by creating a community out of its sellers.

To push the transparent aspect of their business a little further and to encourage dialog, Etsy created a  virtual Town Hall meeting, that any one of its sellers can join in. Not really that surprising, but what’s incredible is the full transcript of the first meeting on the subject of marketing, is up online and available for all to see,

That’s pretty transparent and open and not something that Influx is encouraging all brands to do, but it is illustrative of a trend amongst a new breed of organization to open things up a little bit more.

Being more transparent encourages greater trust between the members of the community, the corporation and for consumers and trust is one of the most critical components of any brand.