The financial news website 24/7 Wall St. published its list of America’s 20 “most hated companies.” The company uses consumer surveys and other data to arrive at the list.
The list is full of familiar names which I will get to, but the reason this story is in a marketing blog is because of the No. 1 thing in common with all companies that make the list.
The common theme of businesses that made the list is they “tended to promise one thing but deliver another.” In other words, they overpromise and underdeliver.
You would think in marketing that we push companies to brag, hype and puff up organizations. It is not true: Our No. 1 goal is to sell authentic benefits. However, in the digital age it is getting harder and harder for companies and organizations to see the world from customers’, donors’, patients’ or prospective students’ points of view. Overhyping messaging only leads you to become one of the most hated companies.
Here are 5 of the top 20 most hated companies in America according to 24/7 Wall St. :
- FOX Entertainment (including FOX News)
- University of Phoenix
- Electronics Arts (EA)