“No other brand will make you feel so …” That’s the basis for a great brand promise – and very, very few brands deliver on it because they confuse operational excellence with promissory distinction. They promise great service or great features because they want the world to know they’re very good.

 

The thing is – the world already knows, or rather it assumes. That’s not a promise. It’s just a reassurance (and one that consumers increasingly take for granted). We keep thinking promises are made in words. They’re not. They’re captured in words for organisations’ convenience – and in phrases that marketers and senior teams feel good about but that, in reality, consumers are oblivious to....

Via Jeff Domansky, Os Ishmael