Branding has become a big money maker in the marketing and public relations world. Companies invest millions in logo research and design, developing color palettes, messaging, etc., so they can position themselves to appeal to their target market. But it’s a facade in many cases.
The quick response by the CEO was smart, necessary and fact-filled. The airline’s employees both needed and deserved to know the facts surrounding the disposition of the infected passenger, how the issue was handled, the response timeline and what the company is doing to safeguard its employees. The memo addressed those concerns and filled the information vacuum with facts. A good thing for certain. But reading the memo, you can’t help but think it was written and rewritten by Frontier’s public relations and legal team. And that’s where I have some issues.
When you are wrong, say you are wrong – As the NFL is the undeniable king of professional sports in the U.S., they can pretty much do as they please. In this case, however, two unrelated, by-the-book disciplinary procedures were linked in time and space – providing a stark comparison. It had to be one of those, “Oh duh. I get it,” moments when the commissioner of the NFL, Roger Goodell, heard the public outcry.
And the last thing about brands: you can’t fake them. Perhaps for a while you can, but eventually people see through to the real you, your company’s real identity. That’s one reason why so many new businesses fail – they try to be who they think their consumers want them to be instead of who they are and they can’t sustain the facade indefinitely. Consumers are smart. They eventually figure it out and don’t like to feel put on.