Unique Selling Proposition Vs. Brand Promise
May 28, 20195 min
Once, every brand had a unique selling proposition. The USP was the brand’s supposed competitive advantage.
NEW THINKING
HomeCategory
Brand Promise - Page 3 of 5 - 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.
7 Ways Brands Break Their Promises
November 15, 20164 min
Some time back, I looked at what it took to get a brand promise right. Today, I want to examine the converse: when (consumers feel that) brands have not lived up to what they said they would deliver. What happens to generate customer disappointment?
Shifting Your Brand Promise
August 22, 20162 min
Great products sell themselves. No they don’t. But equally, people don’t just buy brands because they’re brands either.
How Brands Can Make A Great Brand Promise
February 10, 20155 min
As marketers we take brand promises for granted. We just accept that every brand in its right mind has one and that it is committed to keeping it. As consumers, we have no such awareness. We don’t wander around with the strategies of our favorite brands on our devices checking that, wherever we see them, they are doing what they said they would do in the strategy.
Articulating The Brand Promise
October 6, 20142 min
I was talking with a business associate of mine today. She is working with an organization that has grown from a start-up to a company with more than 1,000 employees. The organization produces high quality products and is growing rapidly however to the CEO’s credit, he is noticing chinks in the company’s armor, chinks that are due to organization growth and size.