In his blog, From the Marketing Trenches, Jonathan Dampier reinforces the critical role employees play in presenting a company’s brand to the public. And he laments the fact that there are organizations out there who still don’t get it. (As consumers, we all have our horror stories about these companies.)
With the best intentions and creativity, a company can put out a spectacular marketing message; i.e., the brand promise. But if the customer’s experience – as actually delivered by employees – is inconsistent or conflicts with the company’s marketing message, who are customers gonna believe: the marketing or their own experience?