When it comes to corporate communications, a lot of companies have operated with the principle of “central command”, with pre-approved key messages, predetermined spokespeople, and heavy emphasis on consistency of voice.
What those companies always seemed to miss was the fact that unless you have a staff and volunteer force consisting entirely of robots, there’s only so much control you can exert over your brand. People talk to each other. And often, when someone says, “I work for XYZ Company”, the immediate response will be, “Cool. How do you like it there?” The answer to that question, whatever it is, is not