This is part of the PNI Q&A series where I share responses to common questions about the book. Got a question? Share it in a comment and I might answer it in an upcoming post!

The one that stands out for me simply because I travel a lot and live in a major hub is United Airlines. The amount of money they waste on “brand campaigns” is just staggering. Who in America hasn’t heard of United Airlines? No one. So why spend all this money to tell them who you are? They have so much potential to reinvent the way that they train their employees and that they use social media to allow people to have a more direct relationship with them. Sometimes I dream about getting them as a client because there are so many solutions that could make such a big impact on their brand. It’s uncommon to have a brand with that much untapped potential.