Tuesday, May 12, 2009

Brands Get Local

From USA Today, the story of a major brand getting local. It reads as a “people want to eat more healthy” story, but we see it as a reflection of (at least the perception of) consumers’ awareness and desire for transparency in the marketplace. It’s the acknowledgement that consumers can take their own decisions, and will dig to find all the facts.

Who deserves the credit for this? Social networking. Think about it…either the brand becomes more transparent proactively, or it will be forced to do so subject to the actions of consumers who influence their friends and family. Frito-Lay’s move is very smart, and is well and truly a win-win.