Delivering the Promise of Your Brand, Keeping the Promise... and Other Keys to Creating Brands People Love
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? ...
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