Tag Archives: Brand Promise

Broken Brand Promises: Three Lessons about Turning Mistakes into Opportunities

It’s a brand manager’s worst nightmare. You wake up in the morning to find your brand unexpectedly in the headlines or trending on social media – probably not good news. Unfortunately, there are plenty of examples we can point to, from the Wells Fargo fake account controversy, Chipotle’s food safety scares, or Samsung’s recall of […]

Let Projective Techniques Reveal Your Brand Promise

As we wrote in our eBook, Are You Delivering on Your Brand Promise?, to develop or refine your brand promise, you need to understand your brand from your customers’ perspective.  Qualitative research is frequently used to uncover consumers’ brand perceptions, giving researchers a way to dig into deep-seated brand impressions that might not be accessible […]

Listening to the Voice of Employees – How an Authentic Brand Promise is Shaped from Within

As discussed in our recent eBook, “Are You Delivering On Your Brand Promise?” a brand promise gives consumers a reason to consider becoming a customer by promising to deliver a meaningful benefit.  It’s important for marketers to carefully craft their brand promise, cultivate its growth, and monitor its success over time.  Read More