World's Worst Stories?

At a meeting last month with the smart folks at Extend, Chile's largest public relations firm, I was asked to name the international companies who are not telling stories, or who I think are doing a bad job at sharing their stories for positive results. Good storytelling, of course, results in good brand recognition and recall: it's difficult to think of the companies doing a poor job. But, I respect the questions, enjoy the challenge, and invite you to join in the discussion.

Here's some initial thoughts on global companies doing a poor job of sharing their story:

• Sears and Kmart. Here's a recent article comparing Sears Holdings' revenue to Walmart, Target, Macy's, and JC Penny.
• Toyota, post-Prius problems
• Microsoft. Here's an interesting article about Microsoft telling a Gilded Age narrative.
• Several airlines. Although Virgin Atlantic, Southwest, and Emirates (have you seen the on-board shower?!) have established strong narratives, what brand-affirming stories are being shared by Continental or Delta?
• Many PR and advertising firms, actually. What is the story of Dentsu? Burson Marsteller?

Of course, you can not separate a person from their experience; my observations are completely subjective. What are your thoughts? What global companies do you think are failing to share stories, or are doing a poor job of sharing their stories?