I own a rather extravagant corkscrew: the Screwpull LM 400. It's beautiful because it works so well: with my background in mechanical engineering it appeals to me as a piece of "luxury engineering".
Due to a recent mishap I needed a replacement screw for it. I went to the Le Creuset website to find there were none in stock, but if I gave my email address I would be notified when they were available.
When I tried to do so I found a bug on the site and it wouldn't accept my email address, so I emailed support to say what I was doing and what the error was.
Within hours, Catherince from Le Creuset phoned me. She thanked me for my bug report, then told me that she had an emergency supply of spare screws and was sending one to me immediately, free of charge, to apologise for the inconvenience.
This is an example of one way great brands set themselves apart: by how they handle problems. We relate to this in Dovetail, and aim to give customers the same warm feeling Le Creuset just gave me!