Supervisor:(calmly) "I am sorry. Let me give you a different number than one you have been calling. You need to call office for AT&T 1-800 Easy Reach.

"Easy Reach?!??!?" Who are they trying to kid! I call this "Impossible to Reach".

Branding Lesson #1: Your name sets up an expectation. Live up to it or suffer. There is a promise established in what we advertise and name things. Southwest Airlines had thought to create a baggage claim delivery time slogan. Then they realized that due to configuration in a few of their terminals, to quote such a time was almost impossible. They dropped campaign even though it would have been true in MOST of their sites.

Branding Lesson #2: Your business sets up an expectation. If you don't deliver for yourself - how can you deliver for customer? A phone company that doesn't answer phones is a scary thought. We'd expect it of any other business, but phone company!! If you own a paint store and your store is in sorry need of paint, what does that say? If waiters in a restaurant cannot tell you about food on menu because they never get to eat it, what does that say? Look at your business with critical eyes. Would you do business with you?

Branding Lesson #3: The past never counts. The present creates brand. It is actual in-the-moment experience that creates a brand in a customer's eyes. Brand is a living entity that is re-earned, renewed, or revoked with every interaction. Advertising only creates awareness. I am convinced very best, most unique, most competitive maker of a "brand" is well-trained, empowered employee who can disregard systems and procedures in order to continue a human interaction. As more organizations substitute technology for people, company that answers its own phone and get humans connected in short order will win day.

(c) 2003, McDargh Communications. All rights reserved.

Reprints are appreciated and must include byline, contact information and copyright.

While Home Depot has made some moves towards improving customer service, announcing greater staff training and its expansion into latest bathroom fixtures and rugs. Many analysts are too quick to judge these shifts in business tactics. HD's move into bathroom fixtures and rugs is aimed right at " Mrs. I want a better looking home." Its not men who have concern over bathrooms, except that toilet will flush properly and few mean really care about rugs that go in them.

But Mr. Nardelli's not Home Depot. Nardelli's assembled a small army of key management while quietly managing to combine new thinking with old. His tactic is not a new one but it's a task few would undertake if given that opportunity.

Axcess Business News believes market pundits and institutional investors are too quick to judge this company's future and added Home Depot's stock to its Stock Guide's "best picks column" last week of Dec 2002 with a "very positive" view towards stock. Axcess Business News is holding that view in an even stronger light in lieu of its share's recent downturn this Friday.

The company blamed weaker-than-expected sales of hardware and power tools over holidays for its latest troubles, as stock fell 14 percent to its lowest level in nearly five years on Friday, a day after it warned that fiscal 2002 earnings would fall short of earlier estimates and that sales at stores open at least a year could drop as much as 10 percent in fourth quarter.

Home Depot is not alone in lower retail sales for 4th quarter. The entire retail sector lagged through Christmas season with few exceptions, like JC Penny's (NYSE: JCP), which had also been one of companies Axcess Business News had selected for its "best picks column", ahead of Bear Stearns' recent applaud by nearly two months. Axcess Business News dropped coverage of JCP last week as Stearn's released its views as stated above, supporting "best picks column's" 18th week of advancing market picks successfully.

This reporter is for Home Depot, as is Axcess Business News. I expect market to rise in its favor in coming period as Nardelli's "fix-it team" quietly moves forward with its repairs.

Axcess Business News will continue to report on fix of home improvement industry and these companies activities for our readers. Watch your in-box for any news alerts on this and other late breaking business news. If your not a member, consider subscribing now and you can get these great market alerts too!

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