What's Brand & Brand Management Basics
Update: 2025-08-28
Description
Are you looking for a Third Growth Option ℠ ?
Branding isn’t about logos or colors—it’s about making a compelling promise and consistently delivering on it. The simple definition “Compelling Promise Delivered” shifts branding from a surface-level exercise to a true growth driver.
Key takeaways:
• Brand = promise; without clarity, success is impossible
• Branding has two sides: customer-facing (promise) and operations-facing (delivery)
• Strong brands invest time in refining their promises for better positioning
What do you think—does your brand clearly articulate a promise and consistently deliver?
Always growing.
Benno Duenkelsbuehler
CEO & Chief Sherpa of (re)ALIGN
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