Tagged with brand promise

Can Apple keep its cool?

Can Apple keep its cool?

Apple is one the strongest brands on the planet.  But over the past two years it has been increasingly tested by direct attacks from competitor advertising in its home market of the United States.  This post outlines what’s been happening and Apple’s response to it. A (very) short history of Apple’s brand communications To put … Continue reading

Why brand authenticity is critical for customer satisfaction

Why brand authenticity is critical for customer satisfaction

If customer satisfaction is about meeting or exceeding expectations, then why do so many companies measure satisfaction without considering what they are actually promising their customers?   This post draws on recent observations by Simon Wood, Head of Stakeholder Management Research for TNS UK, to explore the relationship between brand authenticity and customer satisfaction. There are … Continue reading