Mind the gap between brand expectation and delivery

Brands make big promises, but if the delivered experience falls short of the promised one, customers will be not only be dissatisfied, but may become brand detractors, sharing their negative experience with others.

Mind the gap between brand expectation and delivery

Roger Sant

Put yourself in your customers' shoes. How many big brand promises do we see every day? There are hundreds of bold brand messages: 'the best service'; 'the best products'; 'no-one beats us on price'; and 'the best value for money'. We know they can't all be true, so which ones do we choose to believe and which do we dismiss as lacking credibility?

Figure 1: We need to ask…

Let's say that we go with a particular company or brand because, at least in part, we believe they will keep...

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