After reading “Transparency and Authenticity: The Value of Open Communications,” I found many meaningful connections to my current marketing internship. Concepts such as packaging, product naming, and authenticity are central to what businesses consider every day. These elements might appear minor to consumers on the surface, but they carry a lot of weight behind the scenes. Often, it’s only when poor marketing choices are made that customers begin to recognize the importance of those behind-the-scenes decisions and how they influence brand perception and trust.

In my internship, I frequently face similar challenges to those described in the article. Each week, I’m involved in analyzing market trends, evaluating consumer behavior, and helping decide which strategies will have the most positive impact on our audience. The article’s emphasis on authenticity, ensuring that consumers receive exactly what they are shown, without excessive editing or misleading visuals, stood out to me. KIND’s decision to use transparent packaging symbolizes honesty and a willingness to stand by their product. That level of openness builds consumer trust, which is something every marketing professional should strive for. At my internship, I’ve noticed that marketing campaigns highlighting real customers, genuine experiences, or unfiltered product images tend to perform better. It reinforces that authenticity isn’t just a moral value, it’s a competitive advantage.

I also appreciate KIND’s approach because, as consumers, we rarely think about the thought process and strategy behind packaging design or product presentation. It shows that they value their customers’ happiness and trust as much as their profit margins. For me, this article reinforced how important it is for marketers to balance creativity, honesty, and strategy in order to build lasting relationships with their audience.

Lubetzky, Daniel. Do the Kind Thing: Think Boundlessly, Work Purposefully, Live Passionately. Ballantine Books, 2015.