Chapter 11

Communicating the Promise of Your Brand

Shifting now to the external brand side of your business, you'll discover that the essential strategy is similar to your strategy with internal customers (employees). This simplified unification is the foundation of a world-class organization's competitive edge. As mentioned earlier in the book, in the context of the World Class Excellence Model (see figure 4-1), the first element of the Six Ps Customer Formula is the promise—the upfront commitment being made to the brand and to the culture. As the catalyst of the business success formula, everything that follows the promise (the delivery ...

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