Transparent
Profound Knowledge tells us that the number one motivator for driving more consumers in your market to your store and then turning them into customers is being "Transparent". If you were able to brand yourself with transparency, would that give you an advantage in your market?
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Permalink Reply by Steve Richards on
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No, branding alone won't get it done. There is no more transparent, from a pricing standpoint, business on the planet than the retail automotive business. Can you name another product, small, medium, or large, that you can find the invoice, holdback, dealer incentives, or "stair-step" money with just a few clicks of your mouse? Clothes, golf clubs, homes, boats, tools, groceries, alcohol? No. The problem is the sales process. Branding alone cannot win the consumers trust, only the behavior of those selling the product can develop trust. And until there is trust there can be no transparency.
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