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Who Handles Your Branding? Or, Hitting the Wrong Marketing Target

Wal-Mart Booed On Facebook

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Wal-Mart has teamed up with Facebook in a joint venture targeting would-be college roommates. The retailer has created a group on the social network called “Roommate Style Match” which is intended to have roommates discuss decorating options and college life, however the majority of the comments seen on the group’s page have been less than enthusiastic and aimed at the company’s business practices.

Many of the comments are not just aimed at Wal-Mart but at Facebook as well for allowing the page in the first place. Forrester Research Inc. analyst Josh Bernoff said in a statement to Computerworld, “Wal-Mart has more enemies than most people. Wal-Mart has a PR weakness. If you give people an opportunity, they are going to come after you.”

For the entire article go to Adotas.com

Corra knows a bit about branding. Corra knows that misdirected branding is worse than having no branding at all. When you get off on the wrong foot with your bringing efforts, you will be spending at least four times the bucks and ten times the effort to regroup and redirect. And sometimes, even with all the extra effort, the damage is done.

With branding more important than ever, every business needs branding and marketing personnel who really know what they are doing. A good idea that turns into a bad idea will eliminate any sense of branding distinction and set you back as one more in the pack.

That is but one of many reasons to check out your employment candidates. A good preemployment screening program will help you determine who is best qualified. In addition to the education verification, his major and disciplines, it pays to verify his employment references as well.

Check them out before you hire.

By Gordon Basichis

Gordon Basichis is the Co-Founder of Corra Group, specializing in pre-employment background checks and corporate research. He has been a marketing and media executive and has worked in the entertainment industry, the financial, health care and technology sectors. He is the author of the best selling Beautiful Bad Girl, The Vicki Morgan Story, a non-fiction novel that helped define exotic sexuality in the late twentieth century. He is the author of the Constant Travellers and has recently completed a new book, The Guys Who Spied for China, dealing with Chinese Espionage in the United States. He has been a journalist for several newspapers and is a screenwriter and producer.