"Falling revenues prompted policy changes at Southwest, but these actions misaligned with the brand's core value of cost-free baggage and customer-centric service."
"Target's recent business decisions show a disconnect between operational choices and marketing values; such misalignment risks damaging a brand's public perception."
The article emphasizes that every aspect of a company, from operations to employee policies, affects its marketing and public perception. It discusses recent actions by Southwest Airlines and Target, which reflect a disconnect between marketing and operational decisions. Southwest's removal of signature customer perks led to significant losses, suggesting that moving away from brand-enhancing policies can have detrimental effects. Similarly, Target's decisions also illustrate a failure to align with core brand values, underscoring the importance of cohesive marketing strategies across all company dimensions.
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