A brand is a promise, and that promise is built on product. Marketing is how you tell the world - how you drive the stake in the ground that says you "own" the brand. You MUST deliver on the promise - with activities, amenities, and ambiance that fulfill your brand promise. Back in the 70s Volvo owned the brand "the safest car," but this wasn't just self-proclaimed or an empty promise. In national tests, they were touted as the safest car to drive. Even though today they are in the middle of the pack in terms of safety, they still own the "safe car" brand.
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