Article: "CMO's : Make A Connection Between Brand Promise and Purpose," Forbes.com (April 30, 2010)
http://www.forbes.com/2010/04/30/iceland-cisco-aflac-basf-branding-ellen-page-cmo-network-allen-adamson.html?feed=rss_leadership_cmonetwork
Strong brands are strong because people know what they stand for and how they fit into their lives. If the target market doesn't have a clue what a brand does or how it fits into their lives no amount of sales pitching will help. This can be discussed in Lamb, Hair and McDaniel's Marketing 11e pages 342-347 and pages 157-161 of MKTG4.
Questions;
1. Give an example of a brand that offers a clear connection between promise and purpose.
2. Can promotion really control what people think about a brand?
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