Who Are Your Promise Keepers? Your company must do more than make promises to consumers. You need brand ambassadors who deliver on them.

From: Gallup Management Journal | Date: November 8, 2007| Author: | Copyright information

Byline: William J. McEwen with Jennifer Robison

Synopsis: Your company must do more than make promises to consumers. You need brand ambassadors who deliver on them, says William J. McEwen, author of Married to the Brand.

What is your brand's promise? Not your brand's slogan, logo, package, or image -- those aren't promises, those are marketing tools. A brand promise is everything a brand is, everything it does, everything it stands for, and every way it affects the life of the consumer.

If you're not sure what your brand's promise is, you're in good company. Gallup ...

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