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With knowledge being the currency of the future, and unbiased information more accessible than ever before, it’s not surprising to see that brands are embracing simplicity and transparency as pillars of their product, messaging, and marketing strategies. A notable shift from pre-digital strategies, where information was often obfuscated and protected, changing consumer sentiment is driving this change – and products are getting better.
Amazon Elements and Target Made to Matter are two great examples of this new approach. At their core, both focus on a fundamental understanding that consumers want to know what they are buying ... from the raw ingredients that go into the products and packaging to the overall environmental impact of the manufacturing and logistics processes. And because openness was embraced from the start, both deliver innovative ways for consumers to interact with that information – including full-featured online product specs as well as scannable product codes that deliver detailed package-level information. Beyond product content, both companies have also incorporated consumer feedback into the product development process, highlighting the importance of a more collaborative, inclusive brand experience....
In an information economy, companies are finding that brand simplicity and transparency are fast-becoming the standard, while the practice of obfuscating and hiding information rapidly diminishes.
Consumers want to know what they're buying, so don't be afraid to tell them - straight up. Here's why it will help your bottom line...