I spent time reading  “Transparency and Authenticity: The Value of Open Communication”– A chapter straight out of the CEO of KIND, a snack manufacturing company. The chapter dove into the company’s philosophies, emphasizing certain branding choices and organizational management. I was particularly drawn to the beginning of the chapter, which focused on packaging and company reputation. The CEO writes about the value of transparency and how it translates into their marketing strategy– Literally using transparent packages for their snack bars. Prior, I had never paid much conscious attention to the packaging of some of my favorite brands. I have always leaned toward options that feel more “natural” or organic– straying away from highly processed foods with over fantasized product labeling. Given much thought, I would agree that, as a consumer, I lean toward brands that are more transparent about their product quality and make an effort to be at the forefront about product ingredients. Wildly far-fetched product advertisements such as TV-Dinners and popular cereal brands consistently lead to disappointments with the actual product. I remember reading about how these brands use non-food products in their commercials to ensure that the items look appealing to a consumer base. I always found this practice to be sensical, but also disingenuous. The idea of milk being represented by glue feels wrong. Taking a step back, I never really imagined how much product testing and trials go into creating a logo or design for a product. The article from KIND showed the full process of values to creation. 

Lubetzky, Daniel. Do the Kind Thing : Think Boundlessly, Work Purposefully, Live Passionately. With Internet Archive, New York : Ballantine Books, 2015. Internet Archive, http://archive.org/details/dokindthingthink0000lub