Too many companies want their brands to reflect some idealised, perfected image of themselves. As a consequence, their brands acquire no texture, no character and no public trust.
What I've become good at is bringing things that aren't necessarily mainstream to the mainstream. What I did see on Twitter was a potential for mass publication; it's a mainstream consumer broadcasting device. It transforms customers and companies. You have to be transparent or you fail.
We don't come up with product names like 'Cookie Sugar a la Mode.' We made a commitment that our brand is straightforward.
If your organization’s intentions transcend the mere act of selling a product or service, and it is brave enough to expose its heart and soul, people will respond. They will connect. They will like you. They will talk. They will buy.
As a function of the easy access to information provided by the Internet, and the ease with which it can be shared thanks to social media, consumers are now better informed as to the behavior of brands and the multiple global crises we face.
We are the first to ever publicly advertise we don't test on animals.
I would never buy skin care from a makeup brand - full transparency. It feels like the opposite of makeup.
You cannot underestimate people's ability to spot a soulless, bureaucratic tactic a million miles away. It's a big reason why so many companies that have dipped a toe in social media waters have failed miserably.
We're a show-and-tell generation. People want to see behind the scenes. The more involved and invited they are, the closer affinity they have to your brand.
If you tell your story well, it can help attract customers; it can help people understand your business better, and you are more approachable as a business and a company.
We all make mistakes, but when I made mistakes there was no filter between me and the consumer.
I'm into fashion and design and clothing, but I'm not into supporting brands if I don't know what their message is, and how the people that work for them are treated.
