The marketing math is compelling. It’s obvious that the most highly-leveraged moment in every brand’s relationship with a customer is the moment when something goes wrong.
In that moment, when a promise was broken, the customer sees the true nature of the brand. We make up stories about the brands in our lives, but we believe that when the promise is broken we’re about to see the truth of that story.
As brands get bigger (and bigger might be as small as an organization with just two people in it), policies kick in. Policies and budgets and bureaucracy.
The brand has become too big to care. I mean, it might be big enough to pretend to care. To have policies that appear to set things right. But they don’t really care.
The only way to really care is to have human beings who care (and to give them the authority and resources to demonstrate that.)
Once you’ve got that, it’s pretty easy to show that you do.