Now that a business is a glass box, the brand is everything.
Travis Kalanick, Radical Transparency, and the Rise of Glass Box Brands.
David Mattin

The concept you are looking for here is “integrated marketing communications”. Taught in every b-school going past that runs an advertising class. It’s “brand as totality of the customer’s experience of the company” as a concept which has been taught in marketing since at least the 1990s (which is when I first met it). Social media made it easier for the transparency to happen from the non-gatekeeper mediated platforms, but the brand as whole of firm behaviour is a concept older than widespread internet. It’s nice to see it get out and get some impact again.

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