Is Your Brand Promise Clear?

A few days ago we had an air conditioning company come to the house for a seasonal check-up of our system. The guy who came out was polite and seemed knowledgeable and thorough, and after his inspection he told us about the few things that should be repaired or replaced. And, he said, since our units were still under warranty, those parts would be at discounted prices, except for one for which the warranty had been voided by a previous repair person. But perhaps he could get the warranty reinstated.

Then he told us the price for his service call and for the recommended parts. And then he said, “BUT,” if we join a service club it would only cost a lesser amount yada yada yada. Get the picture? By now we are thoroughly confused.