Hypocritical commentary
Agreed - people respond more favorably to a company whose brand is an outward reflection of their core values. It's kind of like a politician: People want a candidate who "stands for something" - "has principles".
Any chink in the armor can call one's values into question.
Not sure I agree with the semantics, but consciousness about brand is imperative for brand oriented companies. Companies for whom brand is only a supporting player needn't worry. They will survive by shrewd operations or effective selling or both. Brand will simply be there when necessary and set aside when not.
Don't know that I agree that brand is an expression of core values as much as it is an expression of desired values or positions. That makes the marketers job all the more devilish. Expression of desired value or aspiration is always trickier than just letting the brand flow from a source. But, many of us would be without work if it were as easy as opening our company's personalities to the world.
It is certainly easier and more satisfying when one can just let it be--involuntary--than to constantly shape and nurture the brand.
Thank you for taking the time to comment.
Would that it were all involuntary and straightforward. I would be forced to find a new topic upon which to ruminate and, of course, whine. Well, and I'd have to find other work to do.
I'm not too worried that all of the involuntary actions are actually going to become voluntary brand signals. But if even a few people can help make some of the involuntary actions more voluntary, I think we're making progress.
Again, I'm never as amazed by the companies who seem capable of doing this as I am amazed by the multitude of companies who don't even see this as a problem.
Commenting by HaloScan.com
