What brand stories are you building?

Posted by Cherie Stowe

Jan 5, 2015 10:00:00 AM


The angry customer, clearly fit to be tied, slammed down a pair of shoes on the Nordstrom counter.  “These shoes are a disaster,” he said, “and your company should be ashamed to sell junk like this.”

The salesperson gently picked up the shoes.  They were clearly well worn and upon a quick inspection, he knew they had never been sold in his store.  He quietly turned and put them on the counter behind him.

He turned back to the customer and said, “I am terribly sorry you were unhappy with these shoes.  Please pick out a new pair from our entire selection at no cost, and I’ll make sure you get the perfect fit.

Now, whether the story is true or a long-standing urban myth doesn’t really matter — because it could be true.  Nordstrom’s has a longstanding reputation for service excellence.  They rightfully “own” the myth.

What brand stories are you building?

Want to learn more about brand reputation? Read Imagine the impact of attitude . . . 

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