Delivering the Promise of Your Brand: Keeping the Promise. . .and Other Keys to Creating Brands People Love

This Element is an ecerpt from The Truth About Creating Brands People Love (ISBN: 9780137128167) by Brian D. Till and Donna Heckler. Available in print and digital formats.

Build a brand that everyone in the organization owns, lives, loves--and shines through in every customer interaction.

A brand is a promise you make to your consumers. That promise has two parts: what you say you are promising, and what you actually deliver. Don’t assume the brand is owned by marketing. Marketing i...