Define: Reason To Believe (RTB)
Reason To Believe (RTB)
Any proof point or persuasive fact that supports the brand’s promise, story, and point of difference. (e.g.: "Four out of five dentists recommend chewing Trident to prevent cavities")
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
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