Taking your product to market

Product

Market

Product Promise

Promotion

Market

Product

your point-of-view

Promise

your customers point-of-view

Product

a drill

Promise

a hole

A brand promise is an expectation of whats to come

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Strong brand promises can make you look better than you really are

Pete Doherty - The Promise

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Pete Doherty - The Reality

DRUG-ADDLED DOHERTY FAILS TO WOW LIVE 8
www.femalefirst.co.uk

He was completely out of it. If you thought Pete looked a mess on-stage it got even worse after his performance.
www.contactmusic.com

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Pete Doherty of Babyshambles, was dismissed by critics as an embarrassment.

www.timesonline.co.uk

Strong brand promises can make people trust you more

(and forgive you more)

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Strong brand promises can create a likeable personality

Channel 4

Channel 4

Strong brand promises should guide everything you do

Product Promise

People
Promotion

Partnerships

Market

BMW
Product
Performance

People
Promotion

Partnerships

Market

BMW
Product
Performance

People
The ultimate driving machine Market

Partnerships

BMW
Never front-wheel-drive

Performance

People
The ultimate driving machine Market

Partnerships

BMW
Never front-wheel-drive

Performance

Staff and dealerships

The ultimate driving machine Market

Partnerships

BMW
Never front-wheel-drive

Performance

Staff and dealerships

The ultimate driving machine Market

Formula One & Williams

Strong brand promises should make the complicated incredibly simple

?
Multi-locational personal-interface voice & data-communcations network

Product

Promise

Orange
Multi-locational personal-interface voice & data-communcations network

Product

Promise

A wire-free future

Have you got a strong brand promise?

Betfair

Product

Betting Exchange

Promise

Intelligent betting

Promotion

Sharp Minds Betfair

How do you measure up?

Figleaves
Online range of branded intimates

Product

Promise

Understanding

Codemasters
Interactive video game software

Product

Promise

Fun ? Innovation ? Maverick ?

Yes Minister

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The Brand Promise

A guiding idea at the heart of your brand - simplifies - focuses - engages your customers