Demystifying Ways Employees Deliver on Brand Promises
http://www.iabc.com/cwb/archive/2004/0904/promises.htm

MacDonald, Maril
Communication World Bulletin
2004

Abstract:

At the heart of a successful brand strategy is a clear understanding of the customers you serve and what’s important to them. Employees need direction on what the customer expects and the actions they must take to deliver on those expectations. To gain this understanding, employees must identify the interactions from the customer’s point of view to determine whether or not the company is living up to its customer “promise.” While companies can easily measure marketing dollars spent on brand-building initiatives, understanding how the brand drives customers’ purchasing decisions has often proven to be more elusive.