Research shows that “kind,” “human” brands will thrive in a connected economy. Corporate responsibility has to be more than a buzzword or a statement on a company’s website. Transparent, open communication is more important to a company’s reputation than financial performance. Demonstrating open communication and the human touch through social media is critical. An honest, no-B.S. brand personality is also important to consider.
Trendwatching.com, 3/1/2011
