Transparency is the new buzz word describing new marketing practices. It’s one of the quintessential aspects of successful brand building today and is the mantra of modern culture.

Transparency, honesty, sincerity or whatever you call it should govern the decision making process when creating any campaign or marketing exercise. Companies like Southwest Airlines, Apple and Ben & Jerry’s have been very successful with their portrayal of transparency, but the bar has been raised. It’s no longer good enough to seem to be personable or honest. One must prove it and continue to practice it to gain consumer trust and acceptance.

At BIG WHEEL, we constantly try to infuse our strategies with this concept. How can we soften the message to make it more palatable? What specific activities can be included to exemplify a company’s desire to communicate on a candid, one-to-one level with consumers? What features or content on a web site will facilitate this dialog, whether implied, virtual or otherwise.

Companies have tried to concoct transparency with disastrous results. It’s pretty easy for thousands, or millions of people, to spot a charlatan. If you think you can pull one over – think again. Just ask Sony or Wal-Mart.

Run with the new approach. Spend marketing dollars on adding value to your community (people you touch), not trying to steal from it. Share your stories, both good and bad. Reality isn’t perfect and it’s good to show some vulnerability. People can relate. Explore new avenues. For example, why pay for branded coffee mugs or other premiums when adding value to society is better use of your money. Maybe a TV spot isn’t the best way to reach your audience. A grassroots effort may be more cost effective and say something different about a business’ philosophy. Appeal to people’s likes and values. Help make life better. Didn’t someone once say something about giving like; you’ll get back far more than you give. And being transparent often involves the giving of something that is not traditionally considered in old school advertising.

I realize this sounds all warm and fuzzy, but when coupled with a strategic initiative based on real business goals, it can result in the creative execution of ideas and pretty surprising results.