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Martin Lindstorm said it right when he stated “consumers are tiring of perfectly polished brands.” Consumers want to understand the brands' corporate identity, its position towards the environment and its' philosophy on social responsibility.

The corporate world has a social responsiblity to report it's stance on enviromental, social and political issues. Employees should also understand and convey the corporate position when they speak with customers and prospects.

As a communicator, it is your job to ensure that the message is consistent with the brand's core values and are truly integrated in the culture of the organizaiton. Exercising truthful disclosure can differentiate your firm from it's competitors in ways that resonate with smart consumers.