Sage Advice

Hi all, I just read something that inspired me to offer some sage advice. Just a sampling of three here, but you'll get the fil rouge:

• The loudness of a parent's warning to a child cannot be more important than following through on that warning. And so, Parents: if you say you'll do something ... then do it.

• The promise of cutting taxes often gets more attention than the fulfillment of that promise. Politicians: promising to cut taxes is worthless if then you don't cut taxes.

• I promise my employees to care for their health, but it's a hollow sentiment if I don't give them health insurance. 

--

I would strongly hope that right now you're thinking ... "hey, what are you smoking? why do you state the obvious, solemnly passing it as wise advice?"

Good.

Now read this line from an expensive research report I just read:

"The unfortunate reality is that the marketing of a company's brand promise often gets far more attention than the fulfillment of that promise. And it's that disconnect for customers that will undermine even the most carefully orchestrated branding campaign."

Let's me rephrase that 'disconnect' in plain English: "hey, if you make me a promise and then you don't keep it, you've been bull***itting me all along".

--

In conclusion:

Marketing Research Science, please stop. And if you did that research because the enterprise forced you, then ... hey Enterprise, please stop.

Can we agree, once and for all, on these six words:

a promise made must be delivered. 

And commit to never run a research segment again to validate them?

Thank you for your attention to this matter. QM

#brand #branding #brandresearch #masterbranded #brandfundamentals #imgonnabeagurosomeday