For years, Apple was able to keep up it's good reputation based on it's underdog status, high quality products and friendly "genius" sales people. But slowly, slowly, as the company grows, the Apple brand has been taking more and more hits, changing it's reputation amongst consumers and wanna-be employees. In addition to the recent controversy over Apple's latest iphone, one of Apple's managers has recently been indicted on wire fraud and money laundering charges. He is also accused of being spy and selling secrets about Apple to Chinese accessory suppliers. This case, amongst other suits pending against Apple, is starting to take some of the shine off of Apple's reputation.
At the same time, Apple is finding effective ways to fight back. According to the Mercury News and Journal reports, in order to negate some of the bad rap that Apple's currently enduring, Apple's spokesperson said that Apple has “zero tolerance for dishonest behavior inside or outside the company.” This kind of a statement is essential for Apple in distinguishing itself from the bad behavior of one of it's managing employees and distancing itself from the crimes associated with the case. Instead of having the public connect the actions of the employee with Apple, the spokesperson distances the Apple brand from the action of the employee and reaffirms that Apple is an honest company that holds it's employees to the highest moral and ethical standards.
This example shows the importance of making public statements for companies and brands. It isn't enough to let the newspapers cover the story, spokespeople must step in and say the right things at the right time in order to insure that the connections are made and severed appropriately. Making a clear distinction between what Apple does and what their employees do, makes it easier to keep the brand and reputation going strong and people's expectations of Apple, which are still fairly high, on mark.
Comments