Engagement: Brands must treat People like they themselves would like to be treated

What I challenged brands and corporations with on Saturday ("Brands and corporations must become human personalities, distinctive
characters, they must respect people, must treat people like they
themselves would like to be treated!"
) David Hieatt framed as a success strategy for smaller companies in their quest to win against big corporations:

"Big
corporations dominate.
They
have more
money.
They
have more
people.
They
have distribution
tied up.
So
how can a
small company stand out?
You
can’t
outspend them, that’s for sure.
But
you can
out-truth them.
So
use honesty as
your marketing tool.
It’s
cheap.
It’s
unusual.
(Most big companies avoid it)
And
perhaps most
importantly, you don’t have to make it up."

Why not try it for a change!?

(… and due to the new openness and transparency in combination with NGO's and consumers' new powers – thanks to the web – you will be forced to become honest anyway!)


UPDATE

March, 22nd

15:55 hrs > "Nestle Learns an Important Lesson in Social Media
Management"
, fastcompany.

March, 25th

11:21 hrs > "Greenpeace Attacks Nestle via Facebook. Some Tips If It Happens to You", marketingvox.