Comments on: A Brand is a Promise

By: Greg

Greg — Fri, 25 Jun 2010 18:15:39 +0000

Well said, James.

Thanks.

- Greg

By: James MacAskill

James MacAskill — Fri, 25 Jun 2010 16:59:51 +0000

Absolutely it is a promise but it is really about building expectation and anticipation in the consumer that stimulates a buying need.

Products can then be segmented to deliver the brand experience and satisfy the buying need.

How you build and protect the brand experience is about how effective you hear what the customers are telling you and matching this to your compnaies strategic intent. Hence Apple and Disney’s success .. they not only listen but hear very effectively.

This builds loyalty, brand equity and ultimately the intangible asset on your balance sheet worth millions / billions

By: Skip

Skip — Thu, 13 May 2010 21:20:12 +0000

Apple is actually all about simplicity. The brand is built around products that look cool, but are so easy to operate that it’s laughable.

By: Greg

Greg — Wed, 31 Mar 2010 12:19:39 +0000

Thanks for your support. Much appreciated!

- Greg

By: Hiren

Hiren — Wed, 31 Mar 2010 11:45:03 +0000

Really encouraging post.. keep it coming.
Hiren

By: Lisa

Lisa — Fri, 12 Mar 2010 13:56:36 +0000

lol……and may I add very funny too …

By: Greg

Greg — Fri, 12 Mar 2010 02:47:49 +0000

Lisa,

Being extremely cute myself, I can relate;-)

(At least my wife thinks so)

- Greg

By: Lisa

Lisa — Fri, 12 Mar 2010 02:32:55 +0000

Hi Greg,
As always, your article is right on the money. As a female consumer in a mans world, especially when it comes to cars and large appliances, we are sometimes thought of as not having a brain especially if your cute – so I stand by a “product promise” is a “product promise”. And if the promise is broken – you can only fool me once.
I am glad we have gone back to respecting what you offer in business – for so long many companies have taken the consumer for granted and not live up to their promise.
I do my best in my company by keeping my promise with every customer. I truly believe you do the same.
Sincerely,
Lisa

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