How Organizational Culture and Marketing Interact

The world today is so different than it was 20, 10 or even 5 years ago. That's a Captain Obvious statement. The rate of change in the world is astounding, and this is true in business as well. Many have dubbed this 'the age of the consumer' because consumer leverage and power is at an all-time high. Why? Because of information. The web has created a paradigm shift because consumers can get all the information they would ever want or need by searching online. This empowers them to know everything, not just what a vendor wants them to know, before they ever make a purchase.

It's called transparency, and everyone not only demands it, but expects it. A company's culture must be congruent with the image it portrays in its marketing. The constant communication and access to information we have today make it impossible to mislead consumers anymore. Along with social media where everyone has the ability to have their voice heard and spread, consumers now are nearly impossible to trick.

Not that companies should be trying to trick consumers. But, the reality is many try. Why? Because they know what they claim to be publicly is not what they are internally.

Consumers today demand that companies be authentic. If you claim to be focused on helping people, or providing the best service, or being built for innovation - then it better be legit. If it's not, consumers will find out eventually. And when they do - you're done. Ironically, it's not far off from natural selection occurring in the global marketplace. Consumers are thinning the herd, so to speak, through their decision making.

So, take a look at your company and be honest about your culture and what's going on. If it isn't what you want to tell the world your company is about, then start improving your culture. The companies and brands seeing the greatest results are the ones whose culture backs up their marketing.