Here’s an interesting concept – “The things you do when no one is looking define you.”
I recently ran across this idea in a Chrysler ad emphasizing that the company doesn’t cut corners on quality on the sly. They do the right thing, and they do it with care and intentionality. Think of US Airways flight 1549 and the heroic pilot who saved the day by successfully landing his crippled plane in the Hudson river. Then watch the video to see what he really did when no one was looking. It’s impressive.
Moral of the story- people like brands and companies that do the right thing. It’s the foundation of trust, and it’s rewarded by emotional and behavioral loyalty.