How transparency can be used as a marketing tactic

02/18/2014 | Guardian (London), The

Transparency about its employee salaries helped social media firm Buffer draw talent, and it helped McDonald's curb rumors about how its Chicken McNuggets are made while generating positive buzz for its brand. "[T]he most powerful impact is when a company is confident enough in its process or operations to bring viewers in to see exactly how things are done. It is the ultimate in show and tell," Scott Monty writes.

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Guardian (London), The

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