The good old metaphor of the blind men and the elephant works in a pinch, but I think it's played out. With the advent of social media, we're sharing enough information about crappy brand experiences that you can see the whole elephant, and you know what? It's not an elephant. Elephants are big, hungry, fast-roaming, vegetarian, and kind of cute. It's more likely a DogCatCow. Today's poorly maintained brands are made of expressive mishmashes of competing behaviors that hide the true wonkiness within confused corporations. If your company barks like a dog, eats like a cow, and scratches at you mercilessly like a cat... then you know something is really wrong.