The other day I bought one of their fruit and yogurt parfaits. This is what it looked like, before I took a single bite. No, this is not Photoshopped - it IS more than half EMPTY.
And I paid $3.95 plus tax for about 5 spoonfuls of yogurt and fruit.
Now, I know that they are positioning themselves as a premium brand with quality products and, subsequently, higher prices. I get that. But this is a clear example of the brand's inability to keep the promise they made to the consumer (this isn't the only lame parfait I've had). I expect a quality product. They charge more for their coffee than Tim Hortons does because it's better. This should be a better parfait than Tim Hortons', but it ISN'T.
My belief (created by their branding efforts) that they offer a premium product has been contradicted by the quality of the product itself. That's Damaging Your Brand, 101.
Think of it this way: If every BMW you bought only went as fast as a Kia, would you believe that they are the "ultimate driving machine"? Would you pay three times the price? Didn't think so.
TAKEAWAY FOR YOU AND YOUR BUSINESS:
- If you haven't already, make a clear brand promise to your customers.
- Deliver on that promise with all that you do.
- Listen to your customers and respond every time a customer's expectations have not been met.
Your turn: Any examples of the product not meeting the promise it set for itself?
Editor's note: Here's another bad example, this time courtesy Nutrition House.