Your brand might not be what you think it is, but it’s more important than ever.
Brand isn’t logo. Brand isn’t what’s in your mission statement. And brand is definitely not what your CMO insists it is.
Your brand is simply a promise. It’s a shortcut that everyone you engage with uses to figure out what to expect. We have no other way to navigate the world. There are too many options and not enough time. Which means that we can’t possibly know what you know or do the research you’ve done. We certainly can’t become chemists and performance analysts. All we can do is make our best choice in the moment, and that choice is based on the promise.