10 Courageous Decisions to Commit To
Courage to Commit
A Brand Promise in essence is the key strategic difference that you are committing to making in your marketplace. It takes courage to make any BIG commitments and this is a BIG, BIG one. Far safer to being a commodity service or product and not stand out in the crowd.
The 10 Decisions
Examples of Brand Promises:
Southwest Airlines - Low fares, lots of flights, lots of fun.
L'Oreal - Helping woman look and feel beautiful.
TGIF - Going to TGI Friday's any day of the week makes you feel like it the best day of the week - Friday.
Curves - Promises women, "fitness and weight loss and the power to amaze yourself."