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.