we marketing folk always say, "a brand has to connect at every touch point." then we show a bunch of TV storyboards, but that's a discussion for another day.
the saying is right, however. a brand's promise can be conveyed by marketing, but it's often delivered by employees. which is why last weekend's visit to jewel (and by extension, osco) was so awkward.
it was a quiet saturday morning, and i'd just run in for one item when, over the PA, an announcement came on that clearly should have been saved for a pre-shift discussion:
"attention, jewel osco employees. our target score for today is 70. right now, we're at 56. we need to do a better job! we need to get engaged, everyone! come on, get engaged!"
it was like i'd stumbled onto the set of The Office. the employees were embarrassed, and the people shopping were embarrassed for them. at the time of the announcement, one of the employees was in the back checking to see if they had any pumpkins for me.
though i haven't heard the official announcement, i'm guessing their score's now at 55.