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"We're So Venal We Serve Only Stupid People!"

Imperious banks treat their credit card customers like dirt. Now Congress is cramming a "Credit Card Holders' Bill of Rights" down their throats. Serves 'em right.

Some mission-starved, dollar-driven NFP hospitals treat patients owing them money just as poorly. Now their tax-exempt status is under review. Serves 'em right too.

Not even the world's greatest logos and taglines can help when your "mission" is secondary to pillaging customers. And don't EVER say, like the banks are, "We've gotta pillage a FEW customers because the alternative is pillaging EVERYBODY!"

The Takeaway: Remember, brands are what your organization delivers, no more, no less. So do us all a favor. If your unstated mission is "we screw customers at every turn because that's our business model..." go ahead and say it. Who do you think you're fooling? Be honest. Quit pretending. You may even find someone who'll do business with you. Not me, but, hey, there's lots of stupid people out there.

There's a brand promise for you: "We're so venal we serve only stupid people. And we like it that way. C'mon in for your free blood pressure screening!"


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