Don’t Make Brand Promises You Can’t Keep.

In a global market where competition is brutal and the pace of technology is always accelerating, every business decision seems rife with trade-offs and multivariate equations. It’s nearly impossible to find a simple concept that’s straightforward to execute. A calm in a storm of complexity.

Well, here’s one for you. 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.  Read the rest of the article by Steve Tobak for Money Watch here.

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