The Essense of Branding: Expectation and Promises

-Chris Brown

Branding doesn’t have to be complicated. In fact, the more simple you make it, the more effective the branding. It’s like a good joke. No explanation needed.

It’s boiling the expectation down to one word or phrase. And making sure that promise is fulfilled.

Volvo: Safety
BMW: Ultimate driving machine
Apple: Innovation and great design
FedEx: When it absolutely, positively has to get there overnight.
Avis: We try harder.
Amazon: Everything under one “roof”
Las Vegas: What happens in Vegas stays in Vegas
Barack Obama: Change