Why do brand managers always forget customer service?

Just closing some tabs. This article on ’The New Brand Folklore’ has been hanging around for a while. Sort of yes to some of it, although obviously they’ve never read The Brand Gap, but while people obsess about brand stories and whether they’re telling the right ones, they always forget about customer service (and I suppose, if you want to go there this early in the morning, user experience). Give people crap customer service, that’s your brand. For all the ‘oh, we were built on grandma’s recipe we found down the back of the sofa’, if you get it and there’s something up and customer service are terrible, that’s the story that gets told. Less glamorous than endless meeting with ad execs, and soon to be replaced by AI with endless patience but still. It’s not all heritage and grandmas.