As recent history has taught us, indulging in anything that could be considered extravagant--after accepting taxpayer bail-out funds--is one way for any company to invite a public relations flogging.
Of course, having really savvy competitors is another way to pour salt on those wounds.
A relatively small bank recently celebrated the Colorado Rockies’ season opener by flying high over Coors Field… with a banner about their humble means of air travel. See the story (and a photo) in a recent issue of Marketing Daily. They built a campaign on the idea of not being jet-setters.
At the New York Auto Show last week, hecklers made it hard for presenters to promote their new vehicle offerings… even though the presenters have little influence over the policies of the companies they represent. Such is the resentment of companies seeking bailouts… or companies who might be seen as ignoring the need to alter their product offerings or operating structure. (An interesting story on the Auto Show appeared in Monday’s New York Times.)
Implications: I’ve written more than one story for this blog about the importance of Corporate Character… and making sure your company operates with the same values espoused and appreciated by the consumers you serve.
Every company has two types of identity they should be concerned with. The first is their intended personality, as evidenced by the marketing, advertising, and public relations efforts they put forth. But the second—and just as important—is their Corporate Character. I was raised to believe that your character is who you are, and how you behave… when you think no one is looking.
(Note to self: Someone is almost always looking.)
It looks like Corporate Character will continue to be an important influence for some time to come. Are you ready for the game? Are your competitors?
Mike Anderson
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