The big company didn’t listen to an unhappy costumer in China. He was creative and made an event, first he beat up his Mercedes-Benz then he pull it around with a donkey. The story got really big in media with covering photos and did cost the brand a lot.
If the company was ONE with this creative consumer he could pull Mercedes-Benz brand around in Asia – and build a storytelling story that would sell cars. Instead their brand did get associated with a donkey.
The common sense of the story: ONE costumer can cost a lot, especially if he is creative and now a donkey.
Case source: Swedish book “Att göra affärer i dagens Kina.”