"For a brand to have value today, it must be seen to be honest. So to me it makes sense for companies to embrace truth and transparency, not just because it’s inevitable but because it’s good for you. I believe open institutions will perform better. They will have higher trust and be able to build better networks. Transparency drops transaction costs in supply chains. It increases loyalty with employees. It helps create good value—because value is evidenced like never before. And if your company is buff, you can “undress for success.” Transparency is a new form of power, which pays off when harnessed"
A great argument for Arnold’s brand momentum tool