It was only just over a week ago that I posted about brand being the net result of action, and in the last few days United Airlines have decided to furnish me with the best example yet.
There’s nothing that speaks more volumes than how a company treats its customers, and while it’s not the case that all their customers are treated this poorly, the fact they will go this low is shocking.
Employees are not “brand ambassadors”; as the agents of your company they are the ones building your brand. Customers aren’t always right, but when they are happy and talk positively about your company, you build your brand. Marketing and advertising help build awareness of a brand, good logos and design will give people an intuition about your brand, but the rubber hits the road when your organisation does things.
