A brand promise is non-negotiable. Every employee—from entry level to senior leadership—must live by it. A brand promise is the commitment you make to your customers. It’s what they can expect from ...

In my forthcoming book, Branding as a Cultural Force: Purpose, Responsibility, and Resonance, I provide a framework to help small companies deliver on their word. When Michelob ULTRA helped Cameron ...

A company's brand promise is its public-facing claim of how it will deliver to its customers and it is inextricably linked to growing your business revenue. It starts with how you will frame what job ...

I wish Steve Ballmer would check with me before he does these things. Last week Microsoft announced it was launching Microsoft-only retail outlets similar to the successful Apple Stores. My intention ...

A recent Gallup survey found that most companies are failing to make good on their agreements. Only half of the almost 18 million customers Gallup surveyed strongly believe that the companies they do ...

Ellie Victor, Cofounder and CEO of ZOOM Marketing, one of Silicon Valley's premier positioning agencies with hundreds of successful clients. When I first picked up The Inner Game of Tennis by Timothy ...

“A brand is a promise. A great brand is a promise kept,” Walter Landor, the founder of the eponymous global brand consultancy, once said. The idea that “a brand is made in the mind,” not in a factory, ...

Most of us are familiar with Google’s brand promise, how they have demonstrated that you can make loads of money without doing evil, simply by focusing on the user’s needs and putting these before ...

Organisations make promises to consumers every day, but how often is the experience failing to match these promises, and what happens when there is a mismatch between promise and experience.

Volkswagen has launched a partnership-focused brand promise designed to reflect its customer-centric marketing strategy. The multi-channel activity was created by adam&eveDDB and is due to run across ...

Your brand promise is the foundation of your business. If you don’t stand for something specific and consistent, you risk standing for nothing—leaving both your customers and your team without clarity ...