What is most interesting about the Mackey/Whole Foods/Wild Oats debacle as reported by Brand Autopsy is that his actions have the power to negatively impact the grocery consumer’s experience. I shop Whole Foods practically daily, and feel confident that the organization is looking out for my healthy food needs. But when I hear comments like, “I never intended any of those postings to be identified with me,” he’s basically saying he’s not sorry he did it, but he’s sorry he’s been caught. My belief in the integrity of their food choices is linked to my belief in the integrity of the individuals leading the organization, which is now under a cloud. Lesson: in an integrated brand, everything builds brand meaning, so be conscious about everything! Including what you post under a pseudonym.

–Lynn

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