My Thanksgiving brand experiences

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We always travel to Florida to spend Thanksgiving with my in-laws. Who I adore by the way:)

And just like you can’t take the boy out of the man, you can’t take the passion and curiosity about brand out of a brand guy. I love cataloguing my brand experiences over this holiday. It’s a pretty stressful time and it’s crowded everywhere, so I like to see how brands hold up under pressure.

So, here’s my list of my most memorable brand experiences, including those whose experiences deliver on their promises (who I will name), and those that don’t (who I won’t name, as it is the holiday season).

Do Deliver

1. Amazon: Their customer service is tops, as you’d expect from an organization that strives to be the most customer-centric company on the planet. We had to return two items over the course of the week, and as always, immediate refund, no questions asked. And love that you can speak to someone live or via chat at the hit of a button.

2. JCrew: We went for the style, purchased a great suit for our son who needed it right away for a special occasion (at a wonderful holiday discount), and left delighted as they offered to tailor and have it back to him in two days (on Black Friday).

3. Raceway Gasoline: Who proclaim “Are You Tired of Overpaying for Gasoline.” I stopped by twice with my father in-law over the course of five days. It was later in the evening, and I really wanted a cup of coffee. After filling up the car, I went for my coffee. On both occasions, the gentleman behind the counter said “don’t worry about.” A small gesture, maybe. But I’m now a Raceway fan!

Don’t Deliver

1. The discount airline that boasts cheap tickets, cheap flights, cheap travel. But to now charge for the plastic cup of water on the flight. Well, that’s a bit too cheap.

2. The national coffee chain (not Starbucks or Dunkin Donuts) whose “express service” at Ft. Lauderdale airport doesn’t have any milk for coffee, but only those little creamers.

3. The airport (which happens to be in Newark NJ) that still charges for public WIFI access.

4. The yogurt shop in Del Ray Beach that refused to give a customer more sprinkles after they fumbled with the cup while removing it from the counter, claiming “it wasn’t our fault.”

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.

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