We recently began working on a corporate communications project for an airline to determine how to align the brand the owners want to convey with a new internal communications ecosystem and external communications infrastructure that allows them to tell their story and build a culture to delver it.
I remembered reading in Ken Mosesian's book, The Power of Promise, that brand is emotional and experiential. He said, "(E)ven though numbers are emotionless, people are not, particularly when it comes to promises kept and promises broken." He went on to reference the Price Waterhouse Coopers 2018 survey where one-third of all global consumers said they would leave a brand they loved after one bad experience. The study found three that that would stop customers from doing business with a brand:
It's impossible to deliver on the details without an employee group that understands and engages in the company mission, vision and purpose which form the company culture. To this end, that requires the company to take the time to define its culture and provide a community in which that culture can flourish.
You make a experiential promise with your brand and your employees are given a chance to keep that promise every time they interact with a customer. So, the details really do matter.
Mr. Agresti is the founder and President of Critical Mission Consulting. He founded the company to offer a multidisciplinary suite of services in management, law, aviation, marketing and corporate communications. The company's approach is highly successful in producing targeted results that align with stakeholder expectations.