Daniel Baylis writes in Fast Company's Co.Exist blog that honesty and transparency are no longer simply marks of personal morality, but are necessary components of good business. The proverbial curtain is coming down one way or another -- either others will expose a brand's secrets or the company can. Baylis warns brands to "lift the curtain before it gets ripped open. Be brave and be honest."
Why do you think brands today are required to be more honest than previous years? What can you do to keep your brand honest?