In simplest terms, Apple's use of these factories and apparent dismissal of the events happening there does not match the brand promise and consumer perceptions of the brand. Your company and your employees must live and breathe the brand promise or its external success with consumers, the media, and so on will be limited.Even the beloved Apple brand has come under fire from the media, the wider population, and its loyal customers when news broke about the company's complacency related to poor working conditions in some supplier factories the company uses in China. Remember that resignation letter from Greg Smith of Goldman Sachs?In simplest terms, your corporate culture should be the foundation of your brand promise. Just ask Enron, and if that example is too extreme for you, consider any big financial company's reputation over the past few years.
If your employees don't believe in your brand, why should consumers? If your corporate culture runs counter to your brand promise, you can bet consumers will notice and your sales will ultimately go down.
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