Posted in Leadership on October 28, 2007|
2 Comments »
When I studied marketing in school, my professors drilled one idea into me (or at least it is the only one that I can recall now, ten years later): a brand is a promise kept. Over the last ten years I have often reflected upon those carefully selected words: promise, kept. Two key words that let us know there is something we can count on . . . an assurance, a guarantee of sorts.
In our uncertain world, more than anything, I believe, human beings are drawn to that which is certain, predictable, or familiar. We like to know that there is something consistent or enduring. We need a sense of stability. More often than not, we prefer to know exactly what we can expect, rather than risk an unfortunate surprise.
Consider whether or not what I write is true for you. Does it match your experience?
(more…)
Read Full Post »