Promises are still powerful.  So powerful, in fact, that when a promise is actually delivered it is unexpected; a surprise.  On the flip-side, the disappointment generated by a broken promise may be even more powerful.  When a promise is delivered, it reinforces your Brand Core.  When a promise is broken, it creates a gap that no amount of advertising can fix.  In either scenario, the consumer is empowered (if they so choose) to talk to 1000s.

This is why the details matter so much; why your “brand” really boils down to the interaction between your marketing promises and your actual customer experience.

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