Your brand is not what you claim.
It is what you do.
You probably heard about the government bailout of AIG in 2008. What you may not have heard about is that, around that same time, AIG hastily killed its recently launched branding campaign, “The strength to be there.”
Credulity stretches to imagine that no one, no one who had a part in approving the campaign knew that the claim was bogus. A big ad budget doesn’t make an empty claim true. Your brand is not what you claim. It is what you do.
And now AIG, which by all rights should have gone and deserved to go bankrupt, is threatening a lawsuit against the U.S. Government, which spared it that fate. Why? Because the government’s terms were “too severe.”
Your brand is not what you claim. It is what you do. Never mind what AIG claims these days. I don’t like what AIG does.
This morning an AIG insurance offer arrived in my inbox. And since my brand is not what I claim but what I do, what I did was gleefully consign AIG’s email to JUNK.