During the last few weeks I have for different reasons been presented with “brand platforms” delivered by “brand consultants”. They have all been complete b s.

It seem to me that too many clients out there are paying a fortune for something they know are important. But they doesn’t have a clue what is supposed to be delivered to them.

So I tell you here, right now. A brand platform without a Brand Promise and value based target groups is not a brand platform. And you shouldn’t pay for it.

A brand is a promise. Your brand is a promise. To them.

Define your promise. Define them.

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