How To Live Your Brand

How many times have you eaten at a diner that's "Famous" for their pie? And how many times has the pie been mediocre? "We're famous for our pie" is a brand statement - and it's easy as pie to proclaim it. Living up to that promise is another story. Your own brand isn't necessarily what you want it to be; instead, it's the sum of all the ways your customers experience your company. And what consumers think of your brand may be very different from the message you're putting out there.

Provided by: American Express Topic: Developer Date Added: Oct 2010 Format: HTML

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