"There are two lessons here, both of which PR and marketing pros keep preaching. And both of which companies like FedEx apparently keep ignoring. But don't you ignore these lessons! Your customers won't forgive you as easily as they do FedEx, and you can't afford to ride it out until you figure out what you did wrong. Here they are:
1. You don't control how your brand is perceived. Your customers do.
2. Fancy ads don't build a great brand. The single biggest thing you can do to build your brand is to make promises and keep them." -TimK
Lo tome de aquí.