When I contacted Hyatt Concierge about my problem with promotional certificates, they were apologetic and helped me with my problem. They didn't have to help me because it was my credit card issuer -- Chase -- that had sent me the misleading promotions. Of course Chase didn't want to help me at all. They gave me a bureaucratic runaround.
Now, Hyatt has a better place in my mind, and Chase has a worse place. Hyatt redeemed their premium brand image. Chase still seems cheap and out of touch with consumers in my mind.
This is a great lesson in branding and the power of customer service to reinforce a brand image.