I just read a news story online that really resonated with me on a branding level.
Recently, a die hard Kobe Bryant fan bought tickets to a Laker’s game. 18 days later Kobe announced his retirement, turning his Laker’s tickets into tickets for Kobe’s final game of his career. It also sent ticket sales soaring for that final season, from an average of $190 per ticket to over $1,490 per ticket. [A 660% increase in value]
Before he could celebrate his good fortune, something horrific happened. He received an email from the outlet he purchased the tickets from, informing him that the seller of those tickets “made a mistake”. So, his money was fully refunded and his tickets were voided on the spot.
As you can imagine, this guy was upset. So, he contacts customer service and they apologize saying, “there’s nothing we can do”.
Naturally, the guy takes his story to social media, Tweeting to his followers all about the injustice of it all. Eventually, his posts gained enough momentum to go viral, and that’s when the CEO of the company who sold him the tickets jumped on to personally weigh in on the matter. However, instead of apologizing and stepping up to make things right, the CEO only repeated their policy and refused to help him.