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BE GOOD
It’s called transparency, allowing everyone to know what’s happening inside your organisation, as well as letting them see the face you present to the outside world. It means being open and honest in all your actions, so if you were scrutinised more closely investigated, the way you really operate will match up to what you say about yourself. With the Internet, it’s possible for everyone with a connection to know about your wrongdoings in a very short space of time. Consider the infamous “wheelie bin cat lady” from 2010, caught on CCTV dumping a cat inside a wheelie bin for no particular reason, as she admitted later. The fi lm flashed round the globe in no time. The same thing happens to organisations.
The idea When independent designers have their work copied by large retailers, their stories are very quickly transmitted through social media networks because we hate to see big guys picking on small guys. It’s known as “copywrong”. In the UK and artist known as Hidden Eloise had her work copied, and the final result appeared in the stationery chain Paperchase. Although Paperchase believed they were buying original work, and denying any wrongdoing at first, the Internet campaign meant that they had to reinvestigate, then later apologise.
100 GREAT BRANDING IDEAS • 63
100 Great Branding Ideas 14dec.indd 63
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