That moment when the airline tells you that lost luggage is just a fact of life, or the sales assistant can’t exchange a faulty shirt on the spot because of company policy is a crack in the foundation of the brand. In that moment you begin to disconnect and feel like you don’t belong.

Every brand is built on the feelings and experiences it delivers to customers in the blink of an eye.
Returns should be made as easy as purchases. Cancelling subscriptions should be as easy as signing up. They rarely are.

The trick is to see the moment when the bubble bursts as an opportunity to deepen the relationship. The opportunity to make a 404 a well designed moment is open to everyone.

Image by Duncan Rawlinson.