Emotional strategies based on a sincere promise cost less than others, since you build a loyalty with your guests that helps to avoid larger communications dollars.
Brand Jam by Marc Gobé
Tag: brand promise
It’s worth looking at what a brand is before looking at what a brand name should be aiming to achieve. A brand is not a logo, it is a promise – that has to be delivered.
Copywriting for Design, Advertising, and Marketing by Mark Shaw