Unspun

The message below should send warning bells ringing for many consumer companies, especially the ones in Indonesia used to lax enforcement rules and an unassertive public, that think they can still sweep things under the carpet and keep things under control.In the world that the Internet wrought the inmates are, as they say, in charge of the asylum; the customers are in charge of your brand’s success. Not an ideal situation for executives trained in the command-and-control mode but guess what, you need to deal with it.

Below is an excerpt from one of Unspun‘s favorite regular reads on consumer trends. Trendwatching.com’s briefs are savvy, provocative entertaining and it comes with concrete examples too. The question is: what are consumer companies doing about those crazy nuts that use the internet to spread and receive information about your products and services?

clipped from trendwatching.com The non-competitive and the downright incompetent have very few stones left to hide under: never before have consumers’ purchase decisions been so strongly influenced by all kinds of transparency. In fact, TRANSPARENCY TYRANNY now rules:“Old economy fog is clearing: no longer can incompetence, below-par performance, ignored global standards, anti-social & anti-eco behavior, or opaque pricing be obscured. In its place has come a transparent, fully informed marketplace, where producers have no excuse left to underperform. TRANSPARENCY TYRANNY for some, TRANSPARENCY TRIUMPH for others.”