Re: ONLINE ADS SPECIAL: EMETRICS SUMMIT, Part 2
Allen Weiss wrote:
>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).
Quickly (before Rob Frankel magically appears at
the sound of the word "branding" being typed on
a keyboard anywhere in the world), I believe
what Kristin meant was the association people
make depends more on whether you keep your promises
than on what you say about yourself in your
marketing materials. They form an opinion based
on what you actually do, rather than on what you
say.
And thanks for this great reporting, Cliff!
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Jim Sterne Target Marketing of Santa Barbara
www.targeting.com www.emetrics.org
Author, Speaker, Consultant +1 805-965-3184
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Received on Tue Oct 21 2003 - 12:05:09 CDT
