We have seen recent cases of branding with no corporate alignment. Wells Fargo, United Airlines and Volkswagon to name a few. While their marketing has been well funded and strategically targeted the organizations were never in alignment with the brand strategy. Another case with Princes Cruise on their Home Page states “Environmental Responsibility” Protecting our oceans, marine life and air quality for future generations…..Then we see Princes being sued and penalized for $40 million for illegally dumping oil at sea.
A brand statement does not mean brand authenticity. This is why we insist on BRAND AUTHENTICITY. We research leadership, employees and marketplace. Then have employee engagement programs that engage everyone at every level. JMMC’s philosophy of authentic brands come from the top down and inside out.