- Product
- Environment
- Behavior
- Communication
We've talked a little about product and environment in past posts but behavior hasn't made the cut yet—that is—until today!
The thing is, it's sometimes hard to think of a THING as having a behavior right? Well, assuming your product is a "thing" (which we're going to ass•ume for simplicities sake). However, what DOES have a behavior is everyone who touches your "thing"....I'm sorry, that just doesn't sound right....
What I mean is, every person who represents, delivers, builds, or speaks for your company, product, idea—your brand—represents the "behavior" of your brand.
Let's take, for instance, an unnamed huge-ish oil company that may or may not have been largely irresponsible and caused a ginormous oil spill in a certain body of large water, rendering people's livelihoods in danger, killing tons of critters, and generally wreaking havoc.
Then, let's take the fact that they were largely evasive in their approach to admittance of said responsibility for irresponsibility, and add to it that they are making it difficult for people whose livelihood has been destroyed to be compensated. I mean, ass•uming something like that actually would happen....
I'm thinking that it's probably going to hurt their brand. Sure, they could invest millions into ad campaigns talking about how they care, if said company did actually exist, and did do something irresponsible that destroyed more of our planet, but it will take much more to repair, than it would have to just do what's right to begin with.
In the end, it's not the product that has a behavior, it's how everyone involved acts. If you say you are delivering honesty as you unload the lead-based paint toys form China, that's a brand integrity issue. It's a behavior issue. It hurts your brand.
Now let's say that you own a large egg production facility.....
One Step Closer,
Sean Stark
Brand Developer
