Famous Last Words: Trashing a Brand
OK, the tin did not say "Danish" or "Dansk," but everything else looked authentically Danish. I felt Rite Aid and the Chinese had deliberately tricked me. I felt ripped off.
Don't Pass on Authenticity
I was born in 1935 and well remember the sneak attack on Pearl Harbor. After the War, when the Japanese economy was non-existent, a story went around (probably apocryphal) that many factories in Japan had moved to a town called Usa, so their imitative junk tchotchkes could be labeled "Made in USA" and sold over here.
That's how I felt after discovering this authentic-looking tin of Danish butter cookies came from China.
If the greedy management of Rite Aid would happily trick me into buying counterfeit Danish butter cookies from China, how do I know that Peggy's and my prescriptions—for which we pay Rite Aid several thousand dollars a year—are not counterfeits from some Asian sweatshop and covered with mouse droppings?
The takeaway here: Before you casually expand your product line, it is imperative to think through the possible collateral damage.
In my mind, Rite Aid has trashed its own brand.
How we miss Tancredo's!
Denny Hatch is a freelance direct marketing consultant and copywriter, and author of the email newsletter, Denny Hatch's Business Common Sense. Visit him at www.businesscommonsense.com or www.dennyhatch.com, or contact him via email at firstname.lastname@example.org