How to jeopardize your brand for $5.98

The US bank Washington Mutual positions itself as an informal, friendly and fun bank. But Shel Holtz’ experience with the bank when he needs to send some cash to his son, who is in the army, is neither friendly nor fun. He concludes his story by saying that “The Stanley Cup Playoffs will be held in hell before anyone in our family has anything to do with WaMu again.”

When the gap between rhetoric and reality becomes too big, today’s consumers spell it out on their blogs or on social networks, which may seriously hurt a brand. Companies, are you listening?

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