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...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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