Keeping promises is not always easy, but it’s always a good idea. Brands spend plenty of time and energy on defining their competitive advantage, but what use is a differentiated value proposition if it’s not being delivered on in a substantial way.
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The Strongest Brands Always Walk the Talk Brand is sometimes described as the promise made by an organisation to it’s clients and customers, a simplistic description, but one that strikes to the heart of how brands work. Whilst the most effective brands are complex, multi-layered,…
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Promises are easily made but delivering on them is a constant challenge for any brand. One of the biggest tests for a brand is not in making the sale – it is in how they respond when the customer has a problem. How you treat…
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