Cristel Russell Shares Insights on Brand Transparency in Marketing Brew

Cristel Russell, professor of marketing at Pepperdine Graziadio Business School, is featured in a recent article in Marketing Brew examining how brands can effectively use behind-the-scenes storytelling to build trust with consumers.

In the piece, Russell explains that while audiences increasingly seek authenticity from brands, successful behind-the-scenes content requires thoughtful planning and strategic execution. Simply revealing internal processes, she notes, does not automatically translate to credibility or consumer trust. "It's not that simple," Russell said, emphasizing that marketers must balance authenticity with careful narrative management.

Russell pointed to the widely criticized factory tour organized by Shein in 2023 as a cautionary example. The company invited influencers to visit its manufacturing facilities in China in response to labor concerns, but the effort generated additional skepticism online. "People are going to be cynical coming in, and you open yourself up to even more criticism because they're really looking at whether you’re showing the real thing," she said.

Instead, Russell suggests that brands approach transparency with intentional design, often by identifying knowledgeable and personable employees who can engage directly with audiences and share insights about a company's products, sourcing, or history. She also highlighted examples such as Harley-Davidson factory tours and special events hosted by Louis Vuitton that showcase craftsmanship while building brand engagement.

At the same time, Russell noted that preserving some mystery can enhance brand experience. Referencing Disney theme parks, she explained that some aspects of a brand's inner workings must remain unseen to sustain the sense of magic audiences value.

Read the full article here.