When we say we like or don't like what the company is doing, how do we define "the company"? Who or what exactly, is "the company"? An organization is a deliberate arrangement of people with a shared specific purpose, but often times at large organizations, those people with a shared specific purpose are just the few or one at the top.
If employees throughout the organization do not feel like their purpose is in alignment with the leaders purposes, then the company is not a real organization, but instead a form of bureaucracy. Good leaders will find a way to make their employees feel connected to the vision and mission of the business.
However, more often then not, low level employees will not feel directly connected to the company, and therefore the brand and sentiment of an organization is dictated by the leaders - those who are actually making strategic and directional decisions on the business revenue and operations.
Organizations, businesses, companies, and entities are not "people" although they legally can take such a form (taxes). They are a 'spirit' of sorts that is the puppet of a the decision makers, or puppeteers who are calling the shots. If you don't like what the 'company/puppet' is doing, then the blame goes to those directing the 'company/puppet' how to act. Never feel loyal to a company, because it is not real - the loyalty and appreciation belongs to the people who make up the company.
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