A brand is a promise
Advertising legend, David Ogilvy loved to remind his fans that “any damn fool can put on a deal, but it takes a genius, faith and perseverance to create a brand.”
Ogilvy, like most advertising creatives have overcomplicated branding.
A brand is nothing more and nothing less than a promise to create unfailing value.
Philip Kotler was spot on when he wrote, “the brand amounts to a contract with the customer regarding how the brand will perform.”
The brand may be underpinned by a great product or service, but a brand is largely built by employees who deliver engaging experiences.
Engagement is all about getting and holding attention. Too much marketing is focused on getting attention. Holding customer attention is the hard part. Creating a compelling customer experience that holds and retains customers is what marketing is all about.
The Brand Test
Every time a customer encounters your brand at home or out on the street, they test your brand by asking, “Does the brand experience match the brand promise?”
If the answer is more often no, than yes, your brand equity is eroding.
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