Re: ONLINE ADS SPECIAL: EMETRICS SUMMIT, Part 2

From: Allen Weiss <amw_at_marketingprofs.com>
Date: Tue 21 Oct 2003 08:51:22 -0500

Cliff Kurtzman wrote:

>Kristin also made the good point that "your brand is the promises
>that you keep, not the promises that you make."

Regarding Kristen's saying that a brand is a promise that you keep, well
that is not a brand at all. A brand is a set of associations in a
customer's mind. Making good on a promise is something else. Of course
you want to come through on a promise, but let's not confuse that with
branding (which many people easily become confused about anyway).

Allen

Allen Weiss
Publisher
MarketingProfs.com
amw_at_MarketingProfs.com
 




Received on Tue Oct 21 2003 - 08:51:22 CDT