Today, I took my brand new Olympus Tough Stylus 6000 (ok, it's a week old) on a mountain bike ride and, during the ride, I stopped to take a picture. With the leash around my wrist, the camera slipped five inches onto the top tube of my bike and cracked the LCD. I was really surprised. I ride with cameras a lot and they always seem to get knocked around. I've never broken anything before.
The big reason I bought this camera was because of its name. I figured if you put the word "Tough" in the name of your camera it's going to be tougher than the average. The front of the camera doubles the promise by saying "1.5m/5ft Shockproof."
Naming is such an important part of branding. It holds a promise that binds the customer with the brand.
Tonight, I sent a note to Olympus to see what kinds of solutions they have to fix my camera. It will be interesting to see how they respond. Not only is naming important for brands but, today, customer service is critical. Social media is forcing companies to no longer look at customer service as appeasement. They must be proactive. Bad experiences move quickly across social networks, threatening a companies reputation in the blink of an eye.
Now that the conversation has started with Olympus, I'll let you know how it goes.