01:41 – The genesis of the idea. 06:34 – Why do we need a new mental model? 09:05 – Defining Promise to the Customer. 10:23 – Upstream application of promise. 12:46 – Brand building and promise. 14:55 – Highlights from the research. 23:07 – What companies are doing this well? 25:45 – What stops people from doing this? 29:46 – Takeaways for marketers.
The report: Making a Promise to the...
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