Some disturbing facts

For a company to flourish, it is essential that the promises of its advertising and promotions are properly reflected in the experience.

This means that the cocktail of service and product components- the way people behave, the process through which customers move, the environment in which the offering is experienced, and the technology employed- must tie in with the expectations set by the brand.

Yet, a recent study showed that:

1. Less than one customer in five trusts companies to deliver what their brand promises
2. 50% of employees don’t understand what their brand promise is
3. 75% of employees feel they haven’t had the right training or tools to deliver it.

The biggest problem facing today’s marketers is delivering the goods as advertised. The gulf between the marketing promise and the delivery has been stretched to the limit. Not surprisingly, many customers have become cynical.
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