Brand Promise Basics

Brand Promise goes by different names as well: Value Proposition, Brand Message, Unique Selling Proposition. The most common mistake companies make is that they take all their features and benefits and turn them into their Brand Promise.  Avoid this trap (but...

Core Purpose/Brand Promise Confusion

It’s easy to get core purpose and brand promise confused.  Happens all the time, even by some of the best marketers in the world.  When they are confused, you can be sure that your customers and your team is confused as well, creating a potentially huge obstacle...