Make 'brand' simple again: Make a promise to the customer
Mimi Turner from the B2B Institute at LinkedIn, and David Tiltman of WARC detail the findings of a study of more than 2,000 campaigns to see what happens when companies build communications around a specific promise to the customer.
• Find out what makes a good promise to the customer and how the approach delivered enhanced commercial impact.
• Uncover why making a promise to the customer could be a more effective wrapper for the 4Ps of marketing than the increasingly misunderstood idea of brand.
• Find out why this approach can help boost effectiveness in the B2B space particularly.