Today, telecom providers spend millions of dollars developing and promoting their brands. Over time, their investments burn brand-positive images on the mind of their consumers. Let’s say that one of those consumers – we’ll call him “Joe” – is driving his kids to school, when a white utility van cuts into his lane, forcing him onto the shoulder at 60 miles per hour. After quickly regaining his senses and glancing in the rear-view mirror to make sure his kids are alright, Joe looks back at the van and sees the logo of his telecom provider. And suddenly, the company’s carefully crafted brand fades from Joe’s mind, to be replaced by a more personal, and more permanent, image.
Or consider the worldwide freight carrier who reinvests more than ten percent of their annual revenues on branding and marketing, only to have their most valued customers abused by a disgruntled customer service rep.
Clearly, even the best branding efforts can’t be successful unless the values of the organization are reflected in the work of its people. Because brand doesn’t happen in the marketing department; it happens in every interaction with every customer.