A company's brand promise is its public-facing claim of how it will deliver to its customers and it is inextricably linked to growing your business revenue. It starts with how you will frame what job ...

A brand promise is non-negotiable. Every employee—from entry level to senior leadership—must live by it. A brand promise is the commitment you make to your customers. It’s what they can expect from ...

Why brand promise doesn’t always align with brand experience, and how you can get your team to live your brand. The Fast Company Executive Board is a private, fee-based network of influential leaders, ...

Ellie Victor, Cofounder and CEO of ZOOM Marketing, one of Silicon Valley's premier positioning agencies with hundreds of successful clients. When I first picked up The Inner Game of Tennis by Timothy ...

In my forthcoming book, Branding as a Cultural Force: Purpose, Responsibility, and Resonance, I provide a framework to help small companies deliver on their word. When Michelob ULTRA helped Cameron ...

A recent Gallup survey found that most companies are failing to make good on their agreements. Only half of the almost 18 million customers Gallup surveyed strongly believe that the companies they do ...

I wish Steve Ballmer would check with me before he does these things. Last week Microsoft announced it was launching Microsoft-only retail outlets similar to the successful Apple Stores. My intention ...

Hope College inspires students to be fully alive in mind, body and spirit through an exceptional liberal arts education and a community grounded in a vibrant Christian faith. The brand promise is for ...

Your brand promise is the foundation of your business. If you don’t stand for something specific and consistent, you risk standing for nothing—leaving both your customers and your team without clarity ...

When Michelob Ultra helped Cameron Black become the first blind broadcaster to provide commentary for a basketball game on live television, it was a milestone in accessibility, and it was a brand ...