“A brand is not a promise, it is an expectation.”
Impatient with the current cult of the brand—arguing with a direct marketer’s old-school sneer that it advances no new ideas—I adhered to my practical definition: A brand is a promise, strengthened or weakened by personal experience.
Now, after reading Tom Asacker’s excellent post at A Clear Eye, I’m adopting his definition. Tom is more right than I.
Might be better said that “a brand is a promise fed by expectation.” To me, initially, the brand is born to create expectations. Marketing is how you respond to and interact with those expectations. Whether you alter your brand to meet certain expectations is wholly dependent on your motive.
Chuck Green | Respond to this comment