The question that reverberates around our offices most often is: “What is the promise?”
The art of persuasion starts with a promise. Your brand must make a commitment to your customers. Your promise must be a unique promise that distinguishes you from the competition. But don’t forget it also involves a debt. You must be able to fulfil that promise if a customer decides to take your word for it. Research has actually revealed that customers are only truly impressed by a brand if it does more than it promises to.
So you must promise more than your competitors, but then subsequently exceed those promises with your product or service.
Believe us when we say: identifying your promise is half the job – no what we should have said is three quarters! We promise you that we will not rest until we have formulated a credible and powerful promise for your brand.
In the accompanying links discover some of the books that have inspired us in the area of marketing communication: