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Delivering the Promise of Your Brand, Keeping the Promise... and Other Keys to Creating Brands People Love by Donna Heckler, Brian D. Till

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People often ask, “What is a brand?” Consider a brand as a promise that you make to your consumers. That promise has two parts to it: what you say you are promising and what you actually deliver. As a brand, you must be true to your word.

The Brand Is Not Owned by Marketing; Everyone Owns It

One of the most common mistakes in business is assuming that the brand is owned by marketing. Marketing owns the brand because they develop it through their advertising, or promotions, or logo work, or merchandising, right? Wrong. Marketing is the quarterback, calling the plays for the brand, but every person and every department is crucial to the brand’s success.

A brand is built through consistency over time. That consistency is never delivered by just ...

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