A new trend in marketing this month, as
highlighted by trendwatching.com, is the concept of Flawsome. The definition, provided by trendwatching, is:
Consumers don't expect brands to be flawless. In fact, consumers will embrace brands that are FLAWSOME: brands that are still brilliant despite having flaws; even being flawed (and being open about it) can be awesome. Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and (dare we say it) some character and humanity.
The idea is that, since it's only human to have flaws, brands that push the image of flawlessness are often mistrusted. If a brand is honest and open with its customers, especially about the negative aspects to the company it represents, more trust with those customers is created.
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| Marmite take advantage of the hate for their product some have. |
