Brand Not Delivering Promise

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Reality check:

Just because an eatery advertises itself as a quick-service restaurant, don’t expect things to move at lightning speed. They didn’t say HOW fast, did they?

In the same vein, your idea of “friendly, personal service” might not be the same as that outlet that claims to deliver as such.

Also, did you REALLY think a “money-back guarantee” was as simple as saying you were unhappy with so-and-so product and you’d get a refund?

If there’s one thing to be said about the cynicism of today’s consumer, is that it’s oftentimes deserved.

After all, they’ve been disappointed, misled by false promises, blindsided by with terms and conditions, caught unawares by fine print, and generally had their expectations deflated by poor delivery before. What’s there to stop them from feeling they’re having the wool pulled over their eyes again?

How’s this for an idea?
Brands saying what they mean and doing what they promise to do.

Yes, it’s that simple.

Southwest Airlines does it. That’s why it’s still raking in millions in profile while other major American airlines are losing money.


Zappos does it. It’s worth over USD1 billion, and continues to WOW customers with its unique service culture and experience.


Closer to home, Justlife does it. Every time you make a purchase, you’ll be asked whether you’d like a receipt, or a paper bag, because, well, a little bit goes a long way in saving the environment.

So remember, when your customer signs on the dotted line (literal or otherwise) and seals the deal, guess what? All you need to do, is deliver.

How would your brand participate in the golden age of the geek?

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