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Brand Promise

Promises matter to customers. If your brand doesn’t deliver what you promise to customers, in time, you won’t matter to them. This is true in every product category. This is true in all walks of life. More importantly, in our social media crazed world, vetting out broken brand promises made to consumers has instant ramifications to the credibility and trajectory of your brand’s perceived value.

Brand Promise

3 Keys To Balancing Brand Promise And Delivery

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3 Keys To Balancing Brand Promise And Delivery

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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Brand Promise

Unique Selling Proposition Vs. Brand Promise

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Unique Selling Proposition Vs. Brand Promise

Once, every brand had a unique selling proposition. The USP was the brand’s supposed competitive advantage.

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Brand Promise

7 Ways Brands Break Their Promises

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7 Ways Brands Break Their Promises

Some time back, I looked at what it took to get a brand promise right. Today, I want to examine the converse: when (consumers feel that) brands have not lived up to what they said they would deliver. What happens to generate customer disappointment?

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Brand Promise

Shifting Your Brand Promise

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Shifting Your Brand Promise

Great products sell themselves. No they don’t. But equally, people don’t just buy brands because they’re brands either.

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Brand Promise

How Brands Can Make A Great Brand Promise

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Starbucks Brand Promise

As marketers we take brand promises for granted. We just accept that every brand in its right mind has one and that it is committed to keeping it. As consumers, we have no such awareness. We don’t wander around with the strategies of our favorite brands on our devices checking that, wherever we see them, they are doing what they said they would do in the strategy.

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