14 August 2003

There's No Substitute for Brand Performance

This is a lesson too many advertisers -- including the U.S. government -- have learned the hard way

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Marketers take note: Advertising can't transform a brand, because ads can only register the brand promise -- they cannot deliver on it.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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