The Naked Brand
Exposing the Need for Transparency in Advertising.
If corporations bared all, the world would be a better place. That’s the driving theme behind The Naked Brand, the Questus-produced documentary on the need for transparency in advertising.
There’s a seismic shift happening in marketing that many corporations haven’t caught up to. Ad spending is at an all-time high; consumer confidence is at an all-time low. The old methods are failing. Consumers are taking control: their word has more effect on a brand’s bottom line than any ad campaign ever could. Truth in advertising isn’t an ironic platitude any longer but an absolute necessity in a time when a company’s smallest misstep can be exposed globally in a flash of a Twitter post.
Questus co-founders Jordan Berg and Jeff Rosenblum knew this first hand. They put it all on film, acting as producer and director of The Naked Brand. They interviewed leaders of maverick companies that are winning by violating the basic rules of marketing. Like Patagonia’s policy to reveal their environmental impact, both positive and negative, online. And Virgin Atlantic, which spends more dollars on improving the customer experience than on advertising. The way to reach a consumer’s heart, loyalty and wallet is being transformed by brands that believe happy employees equal a bigger bottom line and those whose ethos is to improve the world. And Questus is chronicling—and leading—this new advertising revolution. Because it’s no longer enough to say you’re great. It’s time to actually be great.