Strategic transparency
One of the worst things a brand can do is break its stakeholders’ trust.
To not keep a promise, to trick someone into a bad deal, to withhold information or through inaction; when making a fool out of a partner, friend, customer or fan. The disappointment that follows stings for a reason; it's a warning mechanism that goes deep and stays for a lo(oooo)ng time.
Not only are you undermining your relationship with your customers and market, but you also risk having your inactions be used against you by challengers.
This is where marketing is out of touch with the growing cultural norm of embracing imperfection (2014 called and wants their influencers back). It's stuck on pushing, embellishing, selling, begging, hooking, anything to boost conversion rate.
There are no metrics or strategies for being real, vulnerable and addressing one's flaws. There are no content plans built for serious, ongoing conversations; a woke ad campaign won’t do it!
You can't hide anything anymore, not even inaction. Eventually, all things surface.
Do better, be imperfect and push yourself, not your marketing.