The Hunter Valley is one of Australia’s finest wine regions. Folks travel from far and wide to sample their high quality vintages.  Right in the middle of one of the Hunter Valley’s most beautiful vineyards is Peppers Boutique Hotel.  But wait, here’s what their website says about their special ‘Complete Indulgence Package’…

This special package includes: 

  • Accommodation for two guests.
  • Full cooked breakfast daily.
  • Pre-dinner beverage and canapés.
  • French sparkling wine on arrival.

So, you travel all the way from God knows where to enjoy the Hunter Valley wine experience and what they’re telling you is that their local wines really aren’t good enough, so for your “Complete Indulgence Package” we’re going to treat you to some really good French stuff.  

This is Brand suicide.  Everything we say and do communicates our value loud and clear and this communicates exactly the wrong message.  How can businesses get it so wrong?

Do you have a clear Brand promise?  Does it ‘grab’ your target customers?  Do you always support and deliver that promise or are you sending out the wrong message?

About Donald Cooper

Donald Cooper, MBA, CSP, HoF: Donald speaks and coaches in over 40 industries throughout the world.  He delivers the ‘straight goods’ on how to sell more, manage smarter, grow your bottom line...and have a life!  To chat about ‘possibilities’ for your next business or Industry Association Conference, call me at 416-252-3703 in Toronto, or click here to connect to our ‘Enquiry Page’.  

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