13 February 2003

Killing the Brand

Companies routinely undermine their credibility by overpromising what they can actually deliver

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"
The first rule for building a great brand is "Don't make promises you can't keep." But companies fail to deliver on their promises. Why? And what are the consequences?
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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