Consumers are becoming more fickle and vocal about their purchases and investments. We live in an age where while there are still people who will start letter writing campaigns that may or may not ever reach decision makers in companies, social platforms serve as very public and loud bully pulpits for consumers. Transparency is no longer a choice. The emphasis is now on how companies deal with transparency, and knowing what they want their story to be. In the trasparent world a consumer can be a critic, champion or collaborator. And it's up to you to decide which you want them to be. You can no longer tell consumers what they should want, nor can you let advertising build the reputation of your brand in teh minds of your audience. Join me as I talk about what it takes to be a Naked Brand, and ways you can be more transparent and authentic.