By Gregg Lederman, managing partner of Brand Integrity

Recently, I was checking in to a hotel and was greeted by the front desk receptionist. She was wearing a button with bright red letters that read, “Service 10.” This caught my attention, and I immediately asked her what “Service 10” meant. Here’s how our conversation went:

Me: What is “Service 10”?
Receptionist: (Blank stare)
Me: Certainly it must mean something?
Receptionist: (Looks over to manager at next terminal and asks, “What is 10 Service? Can you help me explain it?”)
Me: Never mind.