Not Fully Integrating The Brand

Having a brand doesn't matter if it isn't integrated into every aspect of the business and customer experience, Mayer said. Every single reaction with the customer and the community will either build or take away from the company brand, he said. For example, Mayer showed the difference between an Xfinity commercial and a now infamous recorded call with a customer service representative, who was rude to a customer. Without employees following the brand at every level and with every action, the company's brand will fail, Mayer said.