[et_pb_section fb_built=”1″ _builder_version=”3.22″ global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on” da_disable_devices=”off|off|off”][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_video _builder_version=”4.10.6″ _module_preset=”default” src=”https:\/\/youtu.be\/COeNvRJCAYU” image_src=”\/\/i.ytimg.com\/vi\/COeNvRJCAYU\/hqdefault.jpg” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_video][et_pb_text _builder_version=”3.27.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”]<\/p>\n
Ever since they made it possible for us to put all of our music on one little palm-sized device, Apple has become the<\/em> brand to emulate. Apple can do no wrong, right? Not quite. Apple can and does make mistakes at times. Just recently, Apple did something so off-brand that it has the potential to actually chip away at this seemingly peerless brand. This is a branding error that all brands can heed and learn from.<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Apple had a huge opportunity to be a leader in creating a new work life balance during the pandemic, but sent out an off-brand message. Tim Cook wrote to Apple employees that they would have to return to on-campus working from September. In a video, Apple’s senior VP of retail and people, Deirdre O’Brien said that in-person work is “essential,” that in-person collaborations were essential to the company culture and Apple\u2019s future.<\/p>\n <\/p>\n <\/p>\n The message was that though video conference calling has narrowed the distance between people, there are still things it simply cannot replicate. This is an odd message to send out, especially from a company that claims to put technology to such great use. Apple puts at the disposal of its users the ability to connect effectively and seamlessly to anyone, anywhere. Now saying that there are things that their own products cannot do or facilitate is odd, to say the least. It is off-brand for certain.<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n So was this a blunder from Apple? A year and a half is a long enough time. Surely a company should have the option of recalling its employees to work in the interests of profitability? Well yes, but a brand like Apple doesn\u2019t want to be sending out the message that it prioritizes the bottom line over the wellbeing of its employees! The non-consultative way in which the decision was taken is the real issue \u2013 and it smacks of a lack of trust.<\/p>\n <\/p>\n <\/p>\n I would have thought that an internal survey would have been a great way to hear what Apple employees thought \u2013 how they would have liked to \u2018return\u2019 to work. The psychological transition of going back to physical work spaces can actually be traumatic for some people right now \u2013 particularly those who have suffered most during the pandemic. They didn\u2019t have to receive a message that sounded like they weren’t being heard or being given a choice. This at a time when a significant proportion of Americans are saying that they would rather quit than \u2018go\u2019 back to work? Not ideal!<\/p>\n <\/p>\n <\/p>\n This is especially not ideal for a company that prides itself on its painstakingly built company culture. In a sense the company told its people that they have somehow fallen short of expectations, by telling them what to do and how to behave in this unilateral manner. So yes, this is a branding mistake \u2013 by Apple no less, because it sends out the message of a trust deficit in its own people.<\/p>\n <\/p>\n <\/p>\n Whether you’re an established brand or a brave new market presence, there are mistakes that you could watch out for as well. Learn how you can build and consolidate your brand in consonance with your brand values. Watch now to\u00a0 learn how to avoid damaging your brand and to know more about strengthening your brand.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" The best brands can make mistakes, even one like Apple. Tim Cook writing to employees asking them to return to in-person work was an error in execution, explains branding expert Canon Wing. A company that claims to virtually connect the world was basically saying that there is no real alternative to human in-person interactions. Canon explains why this is a damaging sign of a trust deficit. Listen now to know how they should have handled this transition instead, and how you can too.<\/p>\n","protected":false},"author":3,"featured_media":225815,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\n Ever since they made it possible for us to put all of our music on one little palm-sized device, Apple has become the<\/em> brand to emulate. Apple can do no wrong, right? Not quite. Apple can and does make mistakes at times. Just recently, Apple did something so off-brand that it has the potential to actually chip away at this seemingly peerless brand. This is a branding error that all brands can heed and learn from.<\/p>\n\n\n\n Apple had a huge opportunity to be a leader in creating a new work life balance during the pandemic, but sent out an off-brand message. Tim Cook wrote to Apple employees that they would have to return to on-campus working from September. In a video, Apple's senior VP of retail and people, Deirdre O'Brien said that in-person work is \"essential,\" that in-person collaborations were essential to the company culture and Apple\u2019s future.<\/p>\n\n\n\n The message was that though video conference calling has narrowed the distance between people, there are still things it simply cannot replicate. This is an odd message to send out, especially from a company that claims to put technology to such great use. Apple puts at the disposal of its users the ability to connect effectively and seamlessly to anyone, anywhere. Now saying that there are things that their own products cannot do or facilitate is odd, to say the least. It is off-brand for certain.<\/p>\n\n\n\n So was this a blunder from Apple? A year and a half is a long enough time. Surely a company should have the option of recalling its employees to work in the interests of profitability? Well yes, but a brand like Apple doesn\u2019t want to be sending out the message that it prioritizes the bottom line over the wellbeing of its employees! The non-consultative way in which the decision was taken is the real issue \u2013 and it smacks of a lack of trust.<\/p>\n\n\n\n I would have thought that an internal survey would have been a great way to hear what Apple employees thought \u2013 how they would have liked to \u2018return\u2019 to work. The psychological transition of going back to physical work spaces can actually be traumatic for some people right now \u2013 particularly those who have suffered most during the pandemic. They didn\u2019t have to receive a message that sounded like they weren't being heard or being given a choice. This at a time when a significant proportion of Americans are saying that they would rather quit than \u2018go\u2019 back to work? Not ideal!<\/p>\n\n\n\n This is especially not ideal for a company that prides itself on its painstakingly built company culture. In a sense the company told its people that they have somehow fallen short of expectations, by telling them what to do and how to behave in this unilateral manner. So yes, this is a branding mistake \u2013 by Apple no less, because it sends out the message of a trust deficit in its own people.<\/p>\n\n\n\n Whether you're an established brand or a brave new market presence, there are mistakes that you could watch out for as well. Learn how you can build and consolidate your brand in consonance with your brand values. Watch now to\u00a0 learn how to avoid damaging your brand and to know more about strengthening your brand.<\/p>\n","_et_gb_content_width":"","footnotes":""},"categories":[27],"tags":[61,53,56,72,47,43,52,44,45,54,60,273],"acf":[],"_links":{"self":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/posts\/225814"}],"collection":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/comments?post=225814"}],"version-history":[{"count":2,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/posts\/225814\/revisions"}],"predecessor-version":[{"id":225817,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/posts\/225814\/revisions\/225817"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/media\/225815"}],"wp:attachment":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/media?parent=225814"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/categories?post=225814"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/tags?post=225814"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}An off-brand move by Apple.<\/strong><\/h2>\n
Botched or \u2018bout time?<\/strong><\/h2>\n
An off-brand move by Apple.<\/strong><\/h2>\n\n\n\n
Botched or \u2018bout time?<\/strong><\/h2>\n\n\n\n