Creating A Winning Brand Promise
April 17, 200811 min
The goal of any brand positioning exercise is to develop a brand promise that is unique, compelling and believable.
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Brand Promise - Page 5 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.
Branding: Help For The Auto Industry
March 14, 20073 min
Who cries for struggling auto dealers and manufacturers? It’s important for many that they succeed, so I know there are deep pockets of sympathy. I wrote this back in the Fall to try and help soften the barbed emotional barriers that surround the buying experience.
Brand Promise: Keep It Real
October 18, 20061 min
Keeping it 'Real'. In branding that can be defined as the art of making promises you can really keep. Saying what you mean and doing what you say. It's no secret that the strongest brands...
Brand Differentiation Sources
June 19, 20063 min
If properly designed, brands should promise relevant differentiated benefits to their target customers.