Keeping promises

Chapman, Kevin
February 2004
Brand Strategy;Feb2004, Issue 179, p30
Trade Publication
Focuses on the issue of the delivery by employees on the branding promises of their companies to the customer. Results of a recent survey concerning the poor delivery of brand promise by employees; Problem with the exploitation by marketers of the image of the cheerful employee to personify a brand promise; Strategies in improving the skills of the staff in delivering brand promise to customers.


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