If brand is the promise we make out in the world, then business dictates our ability to deliver on the promise. When those two things don't match – what brands say and what brands do – customers notice and they don't like it. The thing is, for decades that didn't matter much because more marketing dollars could fix these problems to an extent; more $$ into campaigns, media, PR, communications – largely changing the tides of perceptions. Even today, most agencies are still trying to solve almost every consumer problem with these same strategies.
...but digital changed all of that.
Thanks to digital, people can see much deeper into the brands they invite into their lives. So when these brands don't match up to the promise of great products, awesome service, and even shared values – they take to the internet, let the world know, and people choose alternatives (because there's no shortage of alternatives anymore).
The reality is that we can't hide broken promises, poor services, and shitty business ethics behind thinly veiled marketing attempts anymore – customers see right through it.
To be successful, modern brands will have to take their brand deeper inside of their business through things like technology and operations – then push it across the entire customer journey so customers feel the brand at every touchpoint. As marketers, we can't be solely focused on impressions and eyeballs, we have to also be obsessed with service, retention, loyalty, and NPS because that's where media is earned.