I was startled by the high gas prices in Connecticut this morning. I drive a hybrid and so don’t fill often and pay little attention. When I returned to Massachusetts and saw this gas for considerably less, I pulled in to fill up.I was surprised and not happy when I got out of my car. Notice the price on the tank below.

For my meager 8 gallons, it isn’t worth the time to bicker about $0.16. However, that doesn’t mean they haven’t lost a customer. The thought of them taking an extra $.02 for every gallon they sell after enticing customers with a low posted price infuriates me. Legalities aside, they are messing with my trust and respect.

I’ve never had a problem with Pride in the past. Furthermore, I read something about them once that impressed me. I’ve long since forgotten what that was, but the positive sense has lingered. Now that sense is gone and a whole new image will come to mind every time I see a Pride station, especially this one.

A brand is a delicate thing. Retain the trust and respect, and many mistakes will be forgiven. Destroy the trust and respect, and it will take enormous effort and significant time to win back your customers, IF you ever do.