Brand Promise Training

A promise is written to define the intended functional and emotional benefits from the customer’s point of view after experiencing an organization’s products and services. Because it incorporates the customer’s viewpoint, a promise is distinctly different from a business’s mission or vision statement. Mission and vision statements generally represent what an organization or company wants to be or do. The promise represents an organization’s commitment to its customers and how it wants them to feel.

Customers develop their perception of value through a subjective feeling as a result of comparing the brand’s product and service offerings with those of its competitors based on his or her own needs, preferences, buying behavior and characteristics. Thus, a customer’s perception of value constantly changes. Consequently, the brand’s ability to deliver value and delight customers is deeply rooted in the promise. Growth comes from serving customers better (not bigger) and concentrating on the brand’s distinctive competence.

BrandStrategy, Inc. has trained thousands of executives, board members and front-line associates worldwide.

BrandPromise Training Curriculum

I. What’s Your Promise?

Understanding the importance of an organization’s and individual’s promises.

II. Developing Your Promise

Learn how to apply the PromiseRule and develop a one of a kind promise that creates success.

III. Best Promise Practices

Enhance your success based on other successful brand’s promises such as Disney, Costco, Zappos.com, etc.

IV. Keeping Your Promises

Create exceptional customer experiences by delivering your promise and inspiring others.

The BrandPromise Clinics are perfect for business owners, front-line associates, retail or corporate managers and executives.

BrandPromise Clinics are scheduled regularly in Anacortes (the gateway to the San Juan Islands) at the Majestic Hotel Garden Room from 9:30a.m.-3:30p.m. The clinic includes a BrandPromise Guide as well as a special continental breakfast and a gourmet lunch.

Preferred room and restaurant rates are also available at the Majestic Hotel (www.majesticinnandspa.com)

Authoritative Expertise

BrandStrategy, Inc. has advised over 300 brands in 14 countries worldwide including corporations, communities, societies, professional associations, institutions, countries, world-class professionals, celebrities and successful individuals who desire to optimize their perception, image and success.Selected clients include AT&T, Restaurants Unlimited, Inc., AAA (American Automobile Association), Santa Monica Convention & Visitors Bureau, Tourism Vancouver, Federated Department Stores, Inc. (Bloomingdales and Macy’s), Longs Drug Stores and Sunkist.

Duane has held a variety of senior executive positions, including chief executive officer, president, executive vice president, vice president of corporate marketing, vice president corporate development and corporate strategist at several public and private companies. He has taught and lectured widely at universities and graduate schools throughout the United States and is quoted or featured in hundreds of publications including BusinessWeek, Brandweek, CFO Magazine, Association Management, Marketing, Washington CEO, International Journal of Medical Marketing, as well as The Seattle Times. Mr. Knapp received his BA in Business Administration from Western Michigan University and his MBA from the University of Toledo. He also completed a postgraduate program in Strategic Marketing at the Stanford University Graduate School of Business.