http://AuthenticOrganizations.com/harquail/2008/10/27/organizational-identity-employee-branding-and-political-contributions-should-you-care-if-the-body-shop-leans-republican/ aligning identity, action and purpose Fri, 30 Jul 2010 08:29:20 +0000 http://wordpress.org/?v=2.9.2 hourly 1 http://AuthenticOrganizations.com/harquail/2008/10/27/organizational-identity-employee-branding-and-political-contributions-should-you-care-if-the-body-shop-leans-republican/#comment-135 Jodie Van Horn Tue, 28 Oct 2008 17:56:50 +0000 http://AuthenticOrganizations.com/?p=474#comment-135 I enjoyed reading this post; it nicely articulates the power of perception. When we, the consumers, are able to access comprehensive information about the companies we purchase from, we are better equipped to sift their actions from their words. While we may be surprised sometimes by the results, we are also free to determine for ourselves at what point these actions (or, say, the amount donated to a certain political party) stray too far from our personal values for the brand in question to retain our loyalty. Greater public access to this type of information empowers us to weigh what we know and encourage companies to align their marketing with their behavior. As an employee of GoodGuide, I am certainly not neutral on this assertion. But as a consumer of these brands, I'm not neutral either. I enjoyed reading this post; it nicely articulates the power of perception. When we, the consumers, are able to access comprehensive information about the companies we purchase from, we are better equipped to sift their actions from their words. While we may be surprised sometimes by the results, we are also free to determine for ourselves at what point these actions (or, say, the amount donated to a certain political party) stray too far from our personal values for the brand in question to retain our loyalty. Greater public access to this type of information empowers us to weigh what we know and encourage companies to align their marketing with their behavior. As an employee of GoodGuide, I am certainly not neutral on this assertion. But as a consumer of these brands, I’m not neutral either.

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