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The Importance of Delivering on Brand Promises
By: Emory Brown
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“Promise” is a very important word in the world, especially for brands. It’s like a pinky swear on steroids. Customers are expecting the brands they trust to deliver on their brand promises. If a corporation says the new car you’re considering purchasing is going to run for 100,000 miles without the need of a tune-up, you expect it to happen. You’re paying for it. You want what you’ve paid for, but in today’s world of brand promises, many brands are falling short and losing profits quickly.

So I know for some of you out there you may be thinking, “Okay, where is this going?” It’s going to the root of what makes most relationships work, and that’s trust. What’s a company worth if consumers can’t trust them to deliver on their promises? When a mother goes to the grocery store and she buys a gallon of milk and the date for expiration says 10.3.13, she expects to be able to give her family fresh milk from the date of purchase to the time it expires. If the milk spoils on 9.28.13, then the company hasn’t delivered on its promise and trust is damaged. Trust is imperative for brand success.

This should be a part of every marketing executive’s tool kit. It should be a brand’s way of life. Think about the history of brands running afoul of this rule. Just recently, the Washington Redskins, one of the NFL’s biggest brands, neglected the brand promise of human respect by ignoring the request of Native Americans to change its name because “redskin” is actually considered to be a racial slur. Now Washington’s crisis management team is scurrying to fix a problem that could have been addressed a long time ago.
 
Remember when Nike made the costly mistake of not regulating the working conditions of their Asian partners and we called them out for operating sweatshops? It put a damper on their brand and the promises of their company to their consumers.
 
Most recently, we’ve witnessed America’s brand promise being put to the test as Congress fights it out over Obamacare. The sad thing about it is that Obama is working to keep his brand promise to protect and serve the citizens who empowered him to be their representative in government. It’s sad that we are seeing thousands upon thousands of Americans out of work because some people in the G.O.P. forgot the promises they made to America. Or, should we say, they could be staying loyal to the promises they made to campaign dollars.
 
Regardless of if a brand has superior products or services, they should always keep their promises. What is a brand worth if it can’t deliver on its end of the bargain?


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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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