Have you heard about Joshie the Giraffe? I never had until I attended an IBM conference in Las Vegas last week, and the keynote speakers at one of the lunch general sessions was Scott Stratten, a social media/marketing guru and the co-author of Unselling.
Stratten spoke to the group on the importance of branding your company properly and the small things that can affect your company’s brand perception.
His example was that of the Ritz-Carlton. He asked what the brand perception was for the Ritz-Carlton. The answers among the audience ranged from “luxury” to “expensive” and “extravagant.” He then proceeded to tell us about Joshie the Giraffe.
A child left his beloved toy, Joshie the Giraffe, at the Ritz-Carlton after a vacation. The family frantically called the Ritz, and then lied to their son that Joshie was on an extended vacation and he would be home soon, while hoping furiously that the hotel staff would find Joshie.