Transparency Marketing is the future of marketing and communications. It is different than just transparent marketing. It is an entirely different approach that puts trust at the center of the customer relationship.
The idea? Your marketing and comms channels aren’t where you spin and position your strengths. They are to communicate externally everything that you are internally. Everything. Your weaknesses (in addition to your strengths). The breadth of your research. Your patents. Your plans. Your people.
Give your customers every reason to trust you. Even if it’s uncomfortable. Even if it exposes things that make you feel vulnerable.
Trust is the final frontier of customer relationships, and you need to invest everything in it.
It's not enough to try to be transparent with your marketing. Soon transparency will become your marketing.