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.
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.
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