>Mike Sansone shares a story about his recent visit to CompUSA, and the disconnect between promise and performance. It’s another example of what happens when truth is not part of the brand. In this case, CompuUSA thought branding meant a good tagline. They didn’t understand that the tagline is part of the promise, and that they have to live up to that promise. They didn’t empower the employees to make good decisions and make the brand stronger by meeting that promise.
I’ve given CompUSA several opportunities over the years to meet that promise, and they never had. They’ll go on that unwritten list of brands that are no longer relevant to me.
Which brands are on your list?