A Brand Is A Promise A Good Brand Is A Promise Kept
It also has to be a promise kept.
A brand is a promise a good brand is a promise kept. The deceptive brand promise had made the brand fall to such a level that it now not only faces a 30bn lawsuit but a monumental battle to rebuild trust among consumers. If a company doesn t deliver on its promise the vast majority of the time its reputation and sales will likely decline. Starting at 10 31 am the promise is broken. A promise of course is good only if it s kept.
In other words a brand is a promise of quality wrapped in experience. This is not a growth hack. To tell someone that you will certainly do something. After all wouldn t it be safer to make no promises at all to clients.
Therefore all branding decisions focus on the consumer. However a brand should rather be understood as a set of perceptions a consumer has about the products of a particular firm. Andrew cotter releases brand new video to support dogs for good may 28 2020 renowned bbc sports commentator andrew cotter who has been entertaining us all through lockdown with videos of his own dogs olive and mabel has created his latest video for a good cause in partnership with dogs for good. Divine chocolate promises its customers delicious chocolate.
Lack of change the environment in which the brand functions is dynamic and requires it to change its marketing and branding strategies from time to time to keep up with the trend and to maintain and gain new consumers. If you think of positioning as the fertile ground that allows a brand to germinate grow and thrive the brand promise is a brand s fruit it s the tangible benefit that makes a product or service desirable. A strong brand promise is easy to measure against. Brand archetypes are a science developed over hundreds of years based on basic human desires and collective behaviours.
Her mom wanted a birthday surprise for him good samaritan kept his promise. Before you judge try standing in the sun with one leg the whole day. If the package arrives prior to 10 30 am the brand promise is kept. A brand promise is an extension of a company s positioning.
When you understand the desires of your audience a brand archetype will provide the framework to develop a personality around that desire. If something promises to be good. So a brand is more than a promise. So why would a business risk everything on a brand promise.
When fedex first started out their brand promise was we will get your package to you by 10 30 am the next day time is a measurement we all agree on. June 2 her mom wanted a birthday surprise for him good samaritan kept his promise. 1 7m views today.