Comments on: A Brand is a Promise

By: Greg

Greg — Sat, 13 Feb 2010 18:30:59 +0000

Pamela,

Nice to hear!

Thanks.

- Greg

By: Pamela Atherton

Pamela Atherton — Sat, 13 Feb 2010 17:09:09 +0000

Easy to grasp, yet incredibly important post, Greg. Am going to share (and attibute!) your column at a marketing seminar in two weeks.

I have been working with some small businesses lately and have been totally amazed at the responses I get when I ask… “Why should somebody use your business?” and they say…”I dunno.” As you say, doesn’t have to have a unique position, but you have to have A position!

I would love to do an interview with you someday.

–Pam

By: Greg

Greg — Sat, 13 Feb 2010 10:11:04 +0000

Khaled,

Thanks. I couldn’t agree more.

- Greg

By: Khaled akkoub

Khaled akkoub — Sat, 13 Feb 2010 09:15:15 +0000

Right to the point!! Creating s promise is half the cycle; the other half being able to deliver on that promise. First part is all about communication. 2nd part is customer experience.

By: Greg

Greg — Tue, 09 Feb 2010 14:08:20 +0000

Steve,

I think you’re right. It won’t be long before this current situation is studied along with Tylenol at all the big business schools.

- Greg

By: Steve Woodburn

Steve Woodburn — Tue, 09 Feb 2010 14:04:51 +0000

Hi Greg,

Wee thought out article on brands and their promises.

I have to think about Toyota and the challenges they are facing at the moment and how will this impact their brand in the future? How they respond to the owners of their cars and how they treat them throughout the recall process will be the determining factor I think in how they are perceived going forward. These types of challenges bring out the true nature of a brand and it can strengthen them or destroy them depending on their response.

Steve

By: Greg

Greg — Tue, 09 Feb 2010 04:33:21 +0000

Linda,

Great comment. Thanks Although I’d like to add something to what you said: Promise something of value

This is what the whole “USP” crown misses (I have USP’s). Your promise doesn’t need to be unique, it just has to be something they want or need. Unique really has no value (and sometimes, negative value – do you want a unique MP3 player or an iPod?).

The upshot is ridiculous positioning statements like: We are the leading handicapped, Eastern European lead specialist firm in the local area that focuses on the 8-13 year old power tools market.

- Greg

By: Greg

Greg — Tue, 09 Feb 2010 04:20:01 +0000

Dan,

Thanks for your comment. However, Miramax is indeed still open. In fact, the Weinstein brothers are negotiating to buy it back from Disney. Will HUnting lives!

- Greg

By: Linda Poole

Linda Poole — Mon, 08 Feb 2010 23:02:06 +0000

Another thought provoking post, Greg. Somewhat answered my silent question of ‘what was that about?’ as I watched the latest ad campaigns roll out – leaving many of us to conclude that in some cases, someone had left the youngsters in the boardroom too long without adult supervision. If a ‘brand’ does not invoke a positive association of ‘the promise’ who wants it? Promises have the irritating way of lasting long term, which is rated highly by a public that will not soon forget.
‘Promise to deliver; deliver what you promise’. Nothing more to share than my appreciation. LP

By: Dan G

Dan G — Mon, 08 Feb 2010 22:12:40 +0000

A nice post. You can tell quickly if someone knows anything about Marketing by asking the simple question, “What is a brand?” The only correct answer is “a brand is a promise.”

Your point on brand (over-)extension is well taken. However, I would like to point out that Miramax has closed its doors.