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01 April 2003

Red face/red shed?

Another business to learn a lesson from its involvement with the cup challenge was presumably The Warehouse, a business which claims to be so committed to New Zealand-made products that it recently developed its own KiwiMade logo.

But when it came to ordering 4000 Loyal flags The Warehouse went straight to China.

What a missed opportunity. The Loyal flag, if made in New Zealand, could have been a flagship (pardon the pun) for The Warehouse to promote its loyalty to New Zealand. Instead, on talkback and the news the red sheds were pilloried for being disloyal.

The lesson: If you decide to use a promise or a commitment as part of your positioning, you must walk the talk. Always.

- Lucy Sanderson

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