"Marketing should reflect and promote the corporate culture to employees and customers."
One of the simplest to understand but greatest disciplines needed in a business leader is sticking to the corporate purpose, culture and core values of a company.
Yet over and over again with Fortune 500 companies and small businesses we see leaders get off course and drift in and out of the newest fad or hyped agenda.
If we don't represent a clear, unified message to our people and customers, how can we communicate clearly or market to them? The answer is we can't.
The problem many times with marketing may be the lack of sticking to what we allege to represent rather than the construction of the campaign itself.
Marketing in the eyes of Kelleher is a reflection; a looking in the mirror to see the image that is supposed to be represented. Give a confusing message and you'll have confused customers ... and confused customers don't buy.
We need to remember everything we sell or promote will have the corportate culture connected to it in peoples' minds. Confuse that and people will get a mixed message if they're thinking of buying from our companies.
No matter what product or service we're looking at promoting, it needs to be seeded and rooted in the culture our company represents. That implies we know and strongly adhere to that culture. It is as important as probably anything else we do in business.
Other Herb Kelleher Sources:
Leadership: The Essential Herb Kelleher
Speeches and Presentations from Southwest Leaders
Southwest Airlines: The Hottest Thing in the Sky
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