Who Controls Your Brand?
May 10, 2013
I am a throw-back to another era. I happen to enjoy getting the hard
copy Des Moines Register each morning and have done so for years. About 5am each day it's a cup of coffee and the Register. And, except for the sports section (sorry Bryce) I tend to read every word. OK, confession...now that AHL Hockey is coming back and the Iowa Cubs are playing...I'll read those stories.)
When the Des Moines Register decided to start their "Pay-to-View" policy last year i didn't leave. I signed up. In other words, I'm a loyal customer and willing to shell out the $24 a month for the ability to keep informed at home or away on business.
The first time my newspaper was "delivered" to the end of my driveway (100 feet away from the usual location) I let it pass. "Maybe a new delivery person", I thought. That was a week ago.
Yesterday, during the rain, the "delivery" was once again at the foot of the driveway. (Image 1) Today the "delivery" was deposited next to the rain-soaked daily of yesterday. (Image 2) And, if you click on the image and look across the street you'll see my neighbor's copy about six feet away from the garbage containers.
Today I decided to report the issue. It's not that I'm adverse to exercise, I did 90 minutes yesterday, it's just that I like the service. So, I called. The automation was expected and I requested a call back. "The Machine" said that would happen within thirty minutes. It did.
Sheila said it was not standard procedure for delivery on a carrier route to deliver away from the house and asked if I'd like to make sure we (and our neighbors) paper was delivered doorstep. I did but, I wondered why I had to spend the time to wrangle through the reporting issue on the phone and on-line.
Bottom Line: No matter how hard folks work to produce a product the brand can be tarnished the most by the folks who actually come into contact with the consumer. That's true here...and in your business...no matter what product or service you sell.
If you would like to leave a comment here, feel free. Or let's connect on our advertising agency Twitter Feed @InsightADV and/or our advertising agency Facebook Page which is right here. Thanks for reading! Michael Libbie