When Branding Goes Bad

Create a brand. Develop a slogan. Never forget that customers are people. Some of them are hilarious.

Not long after college I was in the business of renting cars. The company slogan at the time was, “The company that picks you up.” I arrived back in the branch in time to witness a clients reaction to the cost of his rental. Multiple conversations, phone calls during his extended rental, and the clear fees on his invoice made no difference – he was not pleased. In the vein of good customer service he and the manager reached some sort of agreement and the upset customer was now waiting for a ride in a packed lobby.

One of my coworkers offered to pick up a client during a phone call. That did it. In a clear, loud voice the frustrated customer blurted out: “Yeah, we’ll pick you up. The company that grabs you by your ankles, picks you up, hangs you upside down and shakes you ’til all the money falls out of your pockets!”

Posted via email from krister dunn’s posterous

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