Totally Flawsome

May 28, 2012

A new development in the land of trendwatching is the ‘flawsome’ brand. According to the popular site, consumers are embracing brands which show their personality more and more. Think Ben and Jerrys, or Innocent Smoothies. In a world in which social media is playing a major role for brands, conversations are happening all the time. Without complete control over what messages are being put out there, it seems that brands have no choice, but to bare themselves, warts and all.


Some brands are doing this well by embracing the trend. The Four Seasons Hotel in New York is one example of a brand using its website to include customer reviews, Facebook posts and Twitter comments. Being transparent seems to be working well both for the hotel and many others.


Others could learn a lesson or two. In February last year during the uprising in Egypt, designer Kenneth Cole sent out the following tweet, “Millions are in an uproar in #Cairo. Rumor is they heard our new spring collection is now available online”.  This move by the clothes line was just plain flawed.


It seems that at its core, this trend is all about brands being human. This is nothing new, when you take for example, Marmite, who have been telling consumers to love it or hate it for years. What seems to have put this idea in the spotlight is the media through which brands now tell their stories. Instead of focusing on self promotion, brands now must build relationships – something essential for the wellbeing of people too. Perhaps we could all learn a lesson or two from how the ‘flawsome’ brand is behaving.




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