“Overall, because branding is about creating and sustaining trust it means delivering on promises. The best and most successful brands are completely coherent. Every aspect of what they do and what they are reinforces everything else.” MeanSuccessSuccessfulTrustPromiseCreatingAspectBrandsBrandingDeliveringSustainingCoherence Author:Wally Olins
“You've got to be very insightful about your brand, who you are, and what you mean to people. You've got to be able to inspire the whole organization behind that vision, so that every touch point the consumer experiences with the brand is reflective of that same brand promise.” PeopleMeanWholeAbleBehindsVisionInspirePromiseOrganizationWho You AreBrandsConsumersInsightful Author:Frances Allen
“Any customer that walks away, disrespected and defeated, represents tens of thousands of dollars out the door, in addition to the failure of a promise the brand made in the first place. You can't see it but it's happening, daily.” FirstsMadeWalksDoorsPromiseHappeningsDollarsCustomersBrandsDefeatedDisrespected Author:Seth Godin
“Today is a brand new day. A day of change, of promise, of creativity, of kindness, and of love. I'm going back to bed.” TodayCreativityKindnessPromiseBedBrandsNew DayBrand NewBrand New Day Author:Bob Saget
“Ultimately, strong branding is not just a promise to our customers,to our partners, to our shareholders and to our communities;it is also a promise to ourselves... in that sense, it is about using a brand as a beacon, as a compass, for determining the right actions, for staying the course, for evolving a culture, for inspiring a company to reach its full potential.” ActionCultureCoursesStrongCommunityCompanyPromiseCustomersPartnersBrandsEvolveStayingBrandingCompassOur CommunityShareholdersFull PotentialBeaconsRight Action Author:Carly Fiorina
“Whatever you and your team decide your new brand will stand for, deliver on that promise. That's the only way you'll ever control your brand. And beware: brands always mean something. If you don't define what the brand means, your competitors will.” IfsWayMeanTeamPromiseBrandsCompetitors Author:Richard Branson