The only way your company will differentiate based on customer experience is if the culture of your organization aligns closely with the brand promise to customers. Zappos CEO Tony Hsieh puts it in his blog post entitled Your Culture Is Your Brand: “Advertising can only get your brand so far… So what’s a company to do if you can’t just buy your way into building the brand you want? In a word: culture. At Zappos, our belief is that if you get the culture right, most of the other stuff–like great customer service, or building a great long-term brand, or passionate employees and customer–will happen naturally on its own.”