Brand: Promise or peformance?

Tom Asacker is a good exponent of short, sharp blogging, fitting his self-description as provocateur. His entry Mae West on performance provoked me. Especially this sentiment:

A brand is NOT a promise. It’s a performance. So let’s stop all of the brand ranting and get down to brass tacks.

I keep hearing that mantra that “a brand is a promise” and it’s never really worked for me. I’ve always been left a bit confused, thinking “is it?”. The idea of brand as performance certainly engages me more. And it fits my view that brands are social creations, things that are created between people moment-by-moment.

My additional thought: great performances are not simply delivered by a performer but result from some kind of chemistry with the audience. Indeed, the audience is a player too. I am passionate about using Improv work in business because it captures the value of spontaneous performance in organisation.

4 thoughts on “Brand: Promise or peformance?

  1. Curt Rosengren

    My take on it is that a brand is an expectation that you create/cultivate. The expectation is created by the “promise” you make. Where the rubber hits the road – the performance – is how you make good on that promise/meet those expectations. It’s what turns the promise into reality and confirms that you’re not just blowing smoke.

    Reply
  2. Broadband and Me

    Brand as Performance – where ntl goes wrong?

    The Ourhouse Weblog: Brand: Promise or peformance? I admit to having read this a while ago but its taken this time to filter through. Then, because of work on my CIM course (I passed the first two exams BTW) and…

    Reply
  3. Broadband and Me

    Brand as Performance – where ntl goes wrong?

    The Ourhouse Weblog: Brand: Promise or peformance? I admit to having read this a while ago but its taken this time to filter through. Then, because of work on my CIM course (I passed the first two exams BTW) and…

    Reply
  4. Broadband and Me

    Brand as Performance – where ntl goes wrong?

    The Ourhouse Weblog: Brand: Promise or peformance? I admit to having read this a while ago but its taken this time to filter through. Then, because of work on my CIM course (I passed the first two exams BTW) and…

    Reply

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