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Brand Promise

Beware Of Vague Brand Promises

Larry LightFebruary 20, 20234 min
Once upon a time, someone at Ford Motor Company may have known what the Lincoln brand stood for in the customer’s mind. But, that was then. Over the years, defining Lincoln has been a challenge. In 2019, Lincoln decided the brand would be American Luxury. That was an undefined title. It was left to the potential customer to fill in the blanks. Today, American Luxury is Sanctuary, as in a refuge or a sacred place.
Corporate Strategy

BP: The Perils Of Prematurely Making A Brand Promise

Allen AdamsonAugust 1, 20228 min
Let’s address the elephant in the room that appears when we talk about the global energy company BP: the tragic Deepwater Horizon incident and the 2016 Hollywood movie of the same name that describes itself as “based on true events.” The movie generally sticks to what actually happened on April 20, 2010, when an oil rig owned by BP exploded in the Gulf of Mexico, killing eleven people, injuring many more, and creating an environmental...
Brand Promise

Brand Promises And The OGSM Framework

Ed BurghardFebruary 1, 20223 min
To avoid a major strategic blunder, brand owners need to ensure the investments their company makes are focused on better enabling their brand promise to be realized. One of the most effective strategy design and deployment tools I have used (and recommend) is the OGSM (Objectives, Goals, Strategies, Measures) Framework. It is the process we used at P&G to manage our global business. It is also used by countless other companies and facilitated by innumerable...
Brand Promise

3 Keys To Balancing Brand Promise And Delivery

Jen KlingJanuary 10, 20207 min
We live in an exciting time where the scope of innovation and technological advances are so common, they’re not just anticipated, they’re expected. The rapid-fire pace at which we’re advancing products and services to make them smarter, more adaptable, and more automated is nothing short of amazing. What impact does this have on the brand promises that are being made?

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