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Does your definition of brand account for both sides of the equation? Our methodology reflects a simple truth.

1+ minute read

Our approach allows us to extend beyond traditional marketing constructs to go deep within the organization and broad across the marketplace. By balancing the promise you make and the expectations of both consumers and employees, you effectively manage people’s experiences, resulting in brands that people learn to trust, value, and count on.

It starts with a simple, fundamental idea: Branding is “expectation management.” If you want to build a successful brand, you have to understand that brands work in two directions: promise and expectation. It is a bidirectional relationship between the brand and the people who interact with that brand. A brand is a tool for expressing how you see the world, whether to consumers or employees, partners or investors. It governs your actions and defines how the world sees the value you provide. People learn what to expect from the brand, and the company learns what its brand must deliver. It is their brand experience that defines your brand’s value.

“We know not through our intellect but through our Experience.”

—Maurice Mzerleau-Ponty (French phenomenological philosopher)

By shifting from messaging (the story the brand tells its audience) to expectation management (how the brand manages people’s expectations to deliver distinct value), we create richer and more compelling experiences. This places meaning before message, allowing for more effective brand signals. These signals manage expectations by carrying and conveying brand meaning, making it easier for people both inside and outside the organization to understand the brand’s core purpose while providing consumers a reliable way to navigate the marketplace.

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