Find Your Brand Promise

"A brand is not a logo or a tagline (although it may include these). A brand is not a mission statement, a website or an ad (although it may be expressed in these). A brand is a promise..." Learn More

"The coolest banner ads, best search buys, and hottest viral videos may win consideration for a brand, but if the product gets weak reviews—or, worse, isn’t even discussed online—it’s unlikely to survive the winnowing process."
David C. Edelman, Harvard Business Review 2012
— 2 years ago with 1 note
#consumer decision journey  #digital marketing  #branding  #HBR 
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