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?

viewpoint

We were standing at this spot for some time, gazing at the breathtaking scenery, when our guide asked, "Are you ready now to go to the viewpoint?"

The Chileans do not say "scenic overlook" - they say "viewpoint". And, boy, are they onto something.