Brand Promise - Branding Strategy Insider

Promises matter to customers. If your brand doesn’t deliver what you promise to customers, in time, you won’t matter to them. This is true in every product category. This is true in all walks of life. More importantly, in our social media crazed world, vetting out broken brand promises made to consumers has instant ramifications to the credibility and trajectory of your brand’s perceived value.
Beware Of Vague Brand Promises

Once upon a time, someone at Ford Motor Company may have known what the Lincoln brand stood for in the customer’s mind. But, that was then. Over the years, defining Lincoln has been a challenge. In 2019, Lincoln decided the brand would be American Luxury. That was an undefined title. It was left to the potential customer to fill in the blanks. Today, American Luxury is Sanctuary, as in a refuge or a sacred place.

Brand Promises And The OGSM Framework

To avoid a major strategic blunder, brand owners need to ensure the investments their company makes are focused on better enabling their brand promise to be realized. One of the most effective strategy design and deployment tools I have used (and recommend) is the OGSM (Objectives, Goals, Strategies, Measures) Framework. It is the process we used at P&G to manage our global business. It is also used by countless other companies and facilitated by innumerable...

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