Mixed Messages
I walked into a Washington Mutual the other day and was pleasantly surprised to hear a doorbell chime. As I smiled to myself, I thought “Could this be true? Is WAMU purposely inviting me to feel at home?” Are they really building brand equity into the sense of sound? Have they quietly mastered bank marketing and bank brand building?
I should’ve kept dreaming because as I looked for more supporting evidence to substantiate my thoughts, I found none—it wasn’t true. Between the indifferent employee and glass separating customer from banker as far as the eye can see I sensed what was really going on. Inconsistency can be a real killer of an experience.

