I've posted before about how brand engagement should be more about what leaders DO and less about what they say. All too often, their actions aren't in line with what they say about their brand, and the result is employee cynicism, not enthusiasm.
Seth Godin has a great example of this from Microsoft's launch of the new Vista Windows operating system. The poster proclaims "The WOW starts now!" But there aint a hint of
in the bunch of be-suited corporate types on the stage.
What a contrast with the passionate, product-led performance of Steve Jobs at MacWorld. He might not be good with a calendar, but boy does he put the show into business. And "Wow" is not what he says on a chart. Its what people think after watching him in action.