Trumblog

Years ago the company that I worked for was acquired.  At the end of the company meeting where we were all welcomed into the new organization the president of the company buying us did a duet of Neil Young’s “Heart of Gold” with our creative director.  Their president looked suspiciously like Dilbert’s pointy haired boss and our CD had long hair and a cultivated coolness.

Each was a perfect representation of their company’s identity. Our company brand was an outgrowth of our design sensibility and creative director’s style.  The pointy haired boss’ personality suited his company and helped to attract their primary clients.  Separately they each company leader had fans and supporters, but together the contrast appeared to be an ominous sign.  No matter how heartfelt was the the extended hand of welcome, the contrast in personal style reinforced our feelings about that merger; big corporate was putting on a nice face while gobbling up the funky little agency.

It’s crucial in social media to be authentic, to extend personality in order to gain trust and that the personality reinforces the corporate brand.  It’s often not until we compare these corporate personalities face to face that the truth can be truly illuminated.

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