When “You’re Fired” Backfires in Building Brand Value

By Knox Bricken, August 23, 2007 — Despite what “you’re fired” did for The Donald, it’s not a brand strategy guaranteed to engender trust and confidence. Yet a growing number of businesses, in their quest for more profitable customers, are using exactly those words to cull out the “bad” ones.

Sprint-Nextel is the latest, having recently sent approximately 1,000 wireless subscribers a termination notice. Their sin? Being customers who paid their bills on time, but taxed precious company resources by calling customer service... continue reading