Dojo Mouse

There’s an exclusive hotel (or social club?) a few blocks down the street from where I live.

It rhymes with “Dojo Mouse”.

The best way I can think to describe it is like an exclusive Ritz Carlton country club, designed for millennials.

The aesthetics of their marketing are great.

Good looking identity, solid website, awesome pool area, excellent interior design.

The’ve got all of the superficial stuff dialed.

This morning I was waiting in line at a coffee shop next door to this hotel and while I was waiting in line, one of their valet attendants came in to grab a coffee before his shift.

The barista asked how his day was going.

"Off to a great start!" he exclaimed.

Then the barista probed a little further: "How do you like working there?" she asked.

She had a smirk on her face, like she knew exactly what he was going to say.

He paused for a second, painting a counterfeit grin on his face, and responded:

"Oh… it's … alright!"

But quickly after, with a straight face, he muttered:

"Actually ... I really can't stand it and am looking for something else ASAP."

Then he spilled the beans— detailing how the hotel's members were anything but gracious.

He talked about how the treatment of the staff was dismissive and laced with an air of superiority — which made him and his colleagues feel constantly belittled and undervalued.

I thought to myself: now THIS is an honest testimonial that you will not see anywhere on their website or in their marketing.

Yet, this is how many of the hotel’s own employees speak about the company.

That can’t be good for business!

Your brand isn’t your logo, your website, or your interior design … none of that.

Your brand is how people talk about you when you’re not in the room.

– Charles

Song of the day
Overboard by Lo Tom