A designer hopes, for example, that using a mountain in a logo for an insurance company will suggest that the company is solid and reliable but also big and likely to be around for a long time (p.124-125). What happens when these images are false representations, and suggest that a company is something far from the truth?
I think that if the company utilized those concepts (i.e. solid, big, strong) as a central basis to their identity then the reaction by the customer would increase. The strengthening of the tie could be through repetition or direct correlation....cue AllState:
Here Allstate is directly correlating this logo with their mission. Since the tie is so strong that if a customer did not have the experience of 'being in good' hands, they would have the feeling of being deceived. This would eventually lead to a decline in customer interest and false feeling of confidence in the company = decline in profit and revamp of the company's image.
Companies do this all the time. A misrepresentation of their company and/or product is not rare. Think of a TV dinner picture on the box...now open the box and rip off the plastic. There ya go. Not so 'gourmet' looking anymore? Yep. However, due to the minimal investment by the customer, there is no or minimal decline of customer interest.
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