"Elwin, never underestimate the value of working for a ‘loved’ brand."

Said my friend with whom I had worked with at Target years ago after he left to go to a large Airline company.

"When I worked at Target," he added, "People would glow and share their stories with delight.

As soon as I moved to the Airline, and told people where I worked, I heard terrible travel and service stories; from delight to disappointment."

"On the one hand, this is motivating." He continued "My job is tasked with reinventing the airlines' online experience; I can create impact. On the other, I never really expected that there were measurable things that are simply better and easier when you work for a ‘loved’ brand. I had never considered this effect or cost before."

He shortly left the airline to work for Apple.

Brand ‘love’ is something one should consider when one is choosing a company to work for/with, in addition to what I call Vector, Velocity and Culture:

- Are they going in the direction you want to go?

- What are their causes?

- Does the culture align with your values?

- Who are the people you get to work with?

- What are the problems you are going to solve?

- What are you going to learn? Are they working in a way that you admire?

- How will you be able to teach and mentor?

Link to original Linkedin post: http://bit.ly/2HYu1NO