In reading Max Kalehoff's OnlineSpin about how online transparency might affect brand building, I got on my soapbox a bit and wanted to share it with my FC readers. Here's what I had to say:
"I don’t think it’s a matter of whether companies will need to publicize their GOOD deeds. The question is: what will they do to address their BAD deeds? Since, in many cases, negative information that’s communicated about a brand tends to trump good information.
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