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.