Information exchange is faster and easier than ever. People, both those inside your company and out there buying your products, are incredibly capable to spread information – their opinions, their experiences, their relationships with your company. In this environment, no brand illusions survive.
Smart companies clearly see that it's time to tear down the curtain between what they truly are and what they want people to think they are.
Each person in your company is a walking advertisement – representing your company in their own way, and with their own ideas. So how much of a psychological unity do you have with the people who hold your reputation in their hands?
Actions speak louder than slogans.
Messages are conveyed not by advertisements, but by behaviors. Marketing that contradicts those actions has no effect, and actually makes people angry when their experience doesn't match what the ads are saying.
Imagine, that with no marketing at all, your customers multiply. It's not some mysterious, rare thing – it's possible for any company of any size, through dedicated and systemic brand awareness.
