CMOs should make a connection between brand promise and purpose (Landor Perspectives 2011)

Brands must explain to consumers what they do and how it benefits them. This can be a significant challenge in some categories, but innovative marketing can help break down barriers between brands and consumers.

CMOs should make a connection between brand promise and purpose (Landor Perspectives 2011)

Allen AdamsonLandor

I was relieved to be among the frequent fliers who didn't have travel plans when Mother Nature decided to fill the skies above northern Europe with gritty ash. I could only imagine the frustration of those waiting in terminals for the air to clear. Thinking about these weary travelers and their inability to get to critical meetings, family reunions, and other get-togethers also got me thinking about Cisco and its really nifty branding.

What prompted this linear line of thinking? Well, if you look...

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