Don’t make brand promises you can’t keep – CBS News

8 11 2012

Branding. It’s hard to believe how many executives just don’t get it. It’s such a simple concept. Your marketing sets a level of expectation in people’s minds. That’s called a brand promise. If the customer experience doesn’t meet that level of expectation, then your reputation will suffer.

In other words, if your marketing makes a promise that your products and services can’t keep, you’d have been better off with no marketing at all. And yet companies make that sort of mistake all the time.

vía Don’t make brand promises you can’t keep – CBS News.


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