This dagger goes straight to the heart...
Common Brand Problem Number 18: Not delivering against the communicated brand promise
Analysis: Again, this is a symptom of viewing brand management as only a communications exercise. United Airlines’ 1997 advertising campaign, “United Airlines Rising” backfired. While the company was trying to communicate that its service was rising to meet consumers’ expectations, flight attendants were involved in a labor dispute, and threatening CHAOS (“Creating Havoc Around Our System”) and the customer relations department was so unresponsive to complaints that it prompted a disgruntled customer to create the website www.untied.com, featuring United Airlines passenger complaints.
Key Point: the communicated promise must be delivered in product, service and total customer experience. Internal brand strategy education and communication may be necessary to ensure all employees are helping the brand deliver its promise. Tying employee compensation to delivery against the brand promise will help.
Sponsored By: The Brand Positioning Workshop
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