Longstanding proprietary (aka secret) practices of product makers and their retail networks are being called to account in ways never before experienced. A recent fortune.com article illustrates the private/public tug-of-war now being fought by such companies as Trader Joe’s.

The article notes, “Why Trader Joe’s Needs to Stop Being So Secretive…What the Milano cookie lawsuit tells us about doing business in the age of disclosure…At one time that secrecy added to Trader Joe’s brand mystique, but that’s a tough line to walk in the age of transparency and authenticity in food, particularly for a store whose appeal rests in part on the fact that it’s not the standard corporate-brand supermarket. Consumers want to know who’s behind their food and where it comes from. In this new era, it may serve the super-secretive retailer to become a little bit less secretive.”

As a primary partner, product manufacturers can promote transparency in a variety of ways that enhance credibility. And, in part, their labeling can help the effort by starting the discussion. Consider special label runs around real-life stories of company performance, perils and people. The label can tease the story and direct the consumer to more information on a website or other medium – for as radio commentator Paul Harvey proclaimed for years, “the rest of the story.”

Digital label printing enables flexibility and affordability in developing promotion and/or person-specific labels. Unlike large-run printing technologies where a hefty upfront fee applies regardless of quantity, it’s possible to “pay as you go” for small runs because there are no substantial prepress charges – keeping the printing very affordable. And, the entire digital process is geared for quick turnaround, which comes in very handy when an emergent event or impatient marketing director dictate fast action.

In all likelihood, the privacy of manufacturer-retailer private labeling relationships will change over time – “encouraged” in part by media birddogging the issue. It behooves enlightened parties on both sides to consider being proactive in this effort, but realistically, it will take bold leadership to start the process. In the interim, these steps can help the “full disclosure” movement and prove powerful credibility-building tools:

1. Tell true stories of problems solved and challenges faced. There are stories of various entities artificially creating problems that they can turn around and solve expeditiously to show their commitment to serving their customers. The rationale is that loyalty will benefit from this move, because it shows that companies support their customers in the trenches – something seriously lacking in corporate America today.

While manufacturers don’t have to go so far as to create a problem-solution scenario, they can “come clean” about real-life issues that have arisen and their response to them. Properly done, this presents a “human side” of the company, shows dedication to continuous improvement, encourages continuing loyalty and enhances appeal to prospects.

This is a scary proposition to many companies that are inculcated in the philosophy of “never letting them see you sweat.”  Yet, it’s a human – and proven – fact that we all screw up. So, in the end, it’s how you handle the tough stuff that defines a company’s mettle. It sure works much better than continuing to trumpet greatness while social media is overwhelmed with negative reports of company performance and caring.

2. Showcase the people behind the product (and not just the bigwigs). Hopefully, at some point, this will include the previously secretive partnerships between a manufacturer and retailer. By shining a spotlight on people (and stakeholders), a manufacturer can become much more than a provider of products. The telling of stories about those who are helping build and support the company can be a high-value marketing asset. It’s being done more and more, as social media helps personalize and humanize our buying experiences.

3. Profile extraordinary customers. This is an oldie but goodie. Part of the reason it has been around so long is that it works. The key with highlighting special customers is to strike the delicate balance between profiling them and tying that profile to the company in some way. Costco has done this effectively by telling a comprehensive story of a successful company, whose owners are loyal Costco customers. While the association is clear, the lion’s share of the story is focused on the customer – not Costco. This establishes the link without making it look like a puff piece for the retailer.

When identifying an extraordinary customer, think out-of-the-box in terms of criteria. Volunteerism, heroism and high-profile entrepreneurial excellence are three that come to mind. By associating an outstanding loyal customer with a product, it can plant the seed of shared excellence in a subtle yet powerful way.

Increasing public demand for truth, the whole truth, and nothing but the truth will continue to push the envelope on transparency. In this environment, credibility-building in any form will be a plus.



Mark Lusky is a marketing communications professional who has worked with Lightning Labels, an all-digital custom label printer in Denver, CO, USA, since 2008. Find Lightning Labels on Facebook for special offers and label printing news.