We talk often with Tanner Friedman clients about the importance of a brand to any organization. We discuss how it’s more than a logo, more than a font and more than a color palate – it’s the personality that defines an organization in the marketplace against its competitors.
Whether we realize it or not, we all make purchase decisions based on brand. Just a few months ago, when I needed a water heater, I asked the installer to buy one at a store in my neighborhood (Lowe’s) and, all things being equal, choose the one I thought was made by a company based in the state where I live, Michigan (Whirlpool). It seemed like an easy decision and, with a 12 year warranty I assumed that I wouldn’t have to worry about anything for a while. I was wrong.
I have since experienced a series of issues with the water heater and here’s what I have learned – Even though the heater carries the Whirlpool brand, it wasn’t made by Whirlpool. Whirlpool doesn’t actually make water heaters. It licenses its brand to a company called American Water Heaters of Johnson City, Tennessee. That company hires a call center in India to handle its customer service calls, answering the phone “Whirlpool.” That company, if a customer can actually communicate with the agents on the phone, dispatches “Sears” to handle its warranty service. Only the Sears we used to know doesn’t fix appliances anymore. They license their brand to a company called A&E Services. Google them and you’ll see scathing customer reviews like this.
In this case, as a customer, my experience with both the water heater and the warranty service have been negative. Without some digging, I would have pointed a finger at Whirlpool and Sears. But, really, they had nothing to do with my particular experience. They just made some money in the deal.
The advice here – make sure to take better care of your invaluable asset – your brand – better than either Whirlpool or Sears.
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