Though, at Bank of America I do notice that they do just as much brand diplomacy or even showboating towards their own employees.

They produce extensive product material and ambassadorship for BofA Associates. Including a trickling down of VP’s who really act towards employees like a customer service, or value reps.

I don’t know if it is inherently bad or good to be treated both like an employee and a existing or potential customer. But it’s visible. And in the case study above with Radio Shack, it probably would have benefited the employee to not feel so taken advantage of.

I guess this isn’t really a horror story. Though, I wonder if there are any situations where the facade of a bad brand is perpetuated by employees who have been enticed in both the front and back end of a brand. Employees who defend their bad product because they are inundated with positive P.R. where they work.

Cleaned and pressed was my
Ralph Lauren ensemble, shining my then teenage pride. Yes I was to be the top salesman at the freshly rebuilt Radioshack of Spectrum (Christown) Mall.

Trained, poised, a master of this plastic-wrapped domain, I was ready to rock.

I watched my short hispanic coworker unlock the door as the store opened. Then waited.

And waited.

I dusted a few things, read up on some new cell phones… then waited.

Finally, a pile of minority kids burst through the door, tired parents following suit. They rummaged and stole all they could fit in their sweatshirts, while the father did his best to distract me at the front counter.

I quickly realized that all of our customers would be like this. Their knowledge of English ranging from minimal to nonexistent. With my own Spanish being similar, I had extreme difficulty selling things.

Upon hiring, I was told that I’d be paid $5.25 an hour, plus 10% of whatever I sold.
Not bad. I can sell a few thousand batteries, some lame toys (sold at Best Buy or Walmart for cheaper) and make some decent dough, right?
A month goes by.
Where’s my paycheck? I get the run around. All the while struggling to sell copper wire or plastic Ipod cases that only fit last year’s model. Stomaching customers complaining in jumbled English that Best Buy is “way better” and secretly agreeing with them.

Here’s the cool part.
Radioshack *actually* pays you $5.15 an hour, OR 3% commission of your gross sales. The latter ONLY occurs if your sales average over $100 per hour. So let’s say you work 8 hours, you know Spanish, AND the store is busy. (And Jesus appears, then you’re struck by lightning)
At that point, you’d make $24 in commission.

8 hours of work for $24. Let’s say your sales average is $200 per hour for the first 4 hours, then the store DIES. No customers for the last 5 hours. Your average falls below the $100 per hour requirement, and you get nothing more than $5.15 per hour despite your efforts.

When my check finally arrived by week 6, I noticed tax rates like that of an independent contractor. So with 180 hours adding to $517, I had a few words with the manager. He insisted that the amount was fair. “Sell cellular phone plans man. You get like, $10 per 2 year deal you make!”

This was classic, because on average, TWO cell phone plans would be sold a day, completely in spanish, by the manager. That’s $20, for a 10 hour day.

I laughed at him, ripped the check up, tore my name tag from my chest and threw the pieces at him. I told him Radioshack deserves ultimate failure. I’ve never been so insulted, blatantly lied to, melting in a rage fueled further by his blank stare at me. None of the other employees could comprehend why I thought this was bullshit. They all told me I was a dick, a stupid white boy and to go fuck myself.

The end. :)

Fast forward, I got a job working for Apple Inc. What a different experience!! Employees believed in the brand and so did the customers. The store was fun, exciting, and customers received a great shopping experience. Circuit City’s practices made it difficult for employees to believe in the brand. Apple employees were the brand everywhere, not just in the store.