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Beddoe Due for Takeoff
This newsletter breaks my heart…
Instinct has a stated Core Purpose to protect North American businesses
and our privileged way of life - and a Vision to do it by challenging
and supporting senior executives to have a deep understanding of
Brand where to date, there has been little to none. The coaching
model that guides us in this quest is comprised of the instinctive
brand leadership traits of entrepreneurs - focus, passion, consistency,
and truth.
Four years and 48 issues of this Brand newsletter are laced with
positive references to WestJet, in admiration of how the upstart
airline has made it big in one of the world’s toughest industries.
Much of this credit was directed to CEO Clive Beddoe, who walked
the talk and was - as we coach CEOs to be - a true CBO (Chief Brand
Officer).
A Brand is what people think of you. Your brand is therefore affected
by everything that you, the company and its representatives do or
say. Brand is also the culture of an organization - and the root
of a strong culture is its authenticity. Mr. Beddoe, through his
actions, has put not just his own authenticity in serious question,
but that of WestJet itself. No organization can have among its corporate
values the statement "we are honest, open and keep our commitments"
and then demonstrate it not to be so.
What would the Brand Coach coach?
Clive needs to step away from his role and put ahead of his own
interests the 5,000 employee owners and their culture, the other
shareholders, and the company he has built. Their hundreds of thousands
of customers need to see that the commitment is real and that all
WestJetters really do care.
If their Brand promise was cheap prices at any cost, then maybe
Clive could have hung in. Bad Boy appliances just might be a good
fit for Mr. Beddoe’s Brand of behaviour. But not WestJet.
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