The document discusses the evolution of branding from opacity to translucency to transparency. It argues that modern consumers seek more engagement and trust from brands. A new approach called "Simplux" is proposed that embraces transparency, addresses ethics, and socializes to build social capital. Simplux rethinks simplicity as craftsmanship, integrity, originality, equity, authenticity and altruism. Bringing it together requires social communication to share rich details and remove barriers.

1. Ethical Consumers, Simplux brands and Social Communication October 2008

3. Transparency

4. Remember The Good Old Days? $5 What is it? Who made it? What’s it made from? What does it taste like? Where does it come from? How can I get one more cheaply? Who would drink a beer like this?

6. Brand value = Opacity Premium (n) Branding: the art of making money by concealing knowledge from targeted customers

7. Opacity heroes…

9. Brand value = Translucency Premium (n) Branding: the art of making money by selectively sharing knowledge with self-nominating customers

10. Translucency heroes…the master storytellers…

11. The Marketisation of everything The Socialisation of everyone The New “Social Market” Osmotic Individuals Porous Organisations The age of transparency

12. (n) Branding: the art of making money by improving decision quality for any stakeholder

13. Transparency heroes…the social marketers…

14. Ethics

15. Oh…my…god It’s all just too depressing…

16. And much too big for me to tackle…

17. So let me start somewhere…

18. Source: AccountAbility/NCC Consumer Accountability could change the world…

19. Source: AccountAbility/NCC Consumers are actively seeking engagement…

20. Source: AccountAbility/NCC They want to trust you…

21. Source: AccountAbility/NCC And are prepared to reward you…

22. Transparency meets Ethics Rethinking brands?

23. Historically, fashion has successfully navigated two countervailing trends…

26. Convergence? Simplicity ?

28. What happens when we make the Simple more Luxurious? Masstige Simplicity Michael Silverstein and Neil Fiske “Luxury for the masses”

29. Masstige brands

31. Is there another way? Simplicity ?

32. Is there another way? Simplicity Simplux?

34. Craftsmanship

35. Integrity

36. Originality

37. Equity

38. Authenticity

39. Altruism

40. Bringing it all together: Social Communication

41. Social Communication Limitless extension Validation Sharing Show me Rich detail Remove barriers Assurance Real time!