Corporate Culture and Advertising

Recently, we created an experience for a client at a trade show. What was illuminating about this project was the study of the other booths at this show. It never ceases to amaze me how much money people spend on advertising and branding their company. After years of following this phenomenon and walking the thousands of trade show booths, it has become very apparent.

There is a direct correlation between corporate culture and ad spend.

The biggest issue companies face is not that their product does not live up to expectations, its the experience with the company that falls short. Take Apple for example. their out-of-the-box experience on a new product is tremendous. And their technology is way cool. However, their biggest Achilles heel is their culture at retail. Too many people who look down on you or lack patience with you when you do not understand. And let's face it, it is not the difficulties of Vista that confuse us - its any OS on any computer. The Baby Boomers especially are just trying to catch up.

So the arrogant air about many of the Apple employees is turning people off from the brand. "Ah, but you say, they are doing wonderfully well in this economy. Doesn't that disprove your point?" Not in the slightest. It might if there was not an Apple commercial every time I turn on the TV. In the early days of Apple, they did not rely on TV and advertising to sell their product. But today, they are - to compensate for their culture.

Think about it before you pass judgment on this entry....