19 November 2001

Promises, Promises

Empty slogans won't build brand loyalty. What happens when companies start telling the truth?

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"
Companies that want to refine or reposition their brand promise strive to make their new message memorable, intriguing, and persuasive. But can they actually deliver on this promise? Now, consumers -- and some companies -- are asking: Should companies change their brand promises? Or should they just start keeping them?
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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