Brand promises and a practitioner's unified theory of brand management

Abstract

The simplest act is to make a promise. However, a promise is only good if it is kept. Many brand marketers have learned this lesson after the fact, after they have invested heavily in the important creative elements of communicating brand promises, without proper attention to the uncelebrated day-to-day activities that must take place to deliver consistently on the brand promises being made. This paper provides an experienced practitioner's view on how the various aspects of brand management can be brought together in a unified brand equation to help employees across an organisation understand the basic tenets of branding and their role in ensuring that promise delivery systems are in place to build, not dilute, brand equity