The Promise of a Brand
There are 5 essential questions to be asked when considering the answer to this question. Each question is equally important and the answers must all work in concert if the promise of the brand is ever to be fulfilled. There are many fine, well established and relatively successful brands out there… the most successful will have harmonized answers to these questions.
The Brand Promise can be found in the company’s name, tagline, mission or positioning statement. If the promise is to be fulfilled it must answer positively to these questions:
IS IT…
…Ownable?
…Differentiating?
…Relevant?
…Stretchable?
…and Credible and Sustainable?
Download the PDF to see my thoughts on these five points.