19th
December
2007
Brand = Promise kept
posted in Branding, Building Trust and Credibility |
What is a brand?
Since businesses are in the promise keeping business, your brand is the promise you make to your customers.
So imagine the shock when it was revealed that the venerable BBC got caught lying to its Blue Peter audience of children.
The Blue Peter staff ignored the results of an online poll to name a new kitten. They rejected the winning name the kids chose of “Cookie” and called it “Socks” instead.
When customers found out the BBC had lied to its Blue Peter audience, they began to question the very integrity of the BBC.
The BBC has been one of the world’s most credible sources of trustworthy news. Think back to World War II when it transmitted news into Nazi dominated Europe.
How the mighty have stumbled.
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on Wednesday, December 19th, 2007 at 2:38 pm and is filed under Branding, Building Trust and Credibility.
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