There is no such thing as a brand promise — only a brand expectation — after the experience of the value proposition.
Brands make promises all the time, and most of them ring empty and hollow on the ears of a prospect — even if the brand can actually keep its promises.
There is, inherent in every transaction, a perception gap in the mind of the prospect that must be bridged before an exchange can take place.
In April, Flint McGlaughlin, Managing Director, MECLABS (the parent company of both MarketingExperiments and MarketingSherpa), lectured on this gap and how marketers can close it.
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~ Mark Twain