I remember feeling like my jaw had hit the floor.
I had just started my first week of working for IBM and had read about an article published by an analyst firm. Days earlier – working as a freelancer – I had tried to contact this very same firm to discuss another topic – and gave up, stonewalled at every turn. And when time is money (and that money is your own), you have to choose your battles.
But this time there was something different. “Gavin Heaton from IBM” sounded so much more important. I was FROM somewhere – and it was somewhere with a big brand name. And within seconds I was speaking with the document’s author – discussing some of the findings and thinking through how this might impact my new role.
Over the years that follow, I fell in love with branding. I loved the way it extended into people’s lives – how it opened the door to opportunity and how it could change our experiences – as customers, employees and partners. But these days, branding is a different beast. It’s been inverted.
Sure, many of the strengths and benefits remain, but we have to work harder now. We cannot rest (or hide) behind the brand in the way that we used to. We have to inhabit a world of radical transparency … one where our brand does not stand alone in the public sphere – but is accompanied into the spotlight by our governance processes, decisions, data and even the personalities of our staff, executives and stakeholders. Take a look below at this video from the SEOmoz team.
Are we ready for radical transparency? We’d better be – for it is already upon us.