Branding Quote: A brand is a set of differentiating promises- Stuart Agres

Branding Quote: A brand is a set of differentiating promises that link a product to its customers – Stuart Agres

Stuart Agres is the Principal at Adduce Consulting Services and Owner, Adduce International Corp. In the past he has served as the Director of Corporate Research for Young & Rubicam, Developer of “Brand Asset Valuator,”. He has also held the post of EVP and Director of Strategic Planning & past Director of Consumer Insights for Lowe & Partners Advertising; and VP Market Development for Adolph Coors Company.

Today’s Quote is simple yet very effective (and common) while practicing Branding. Stuart indicates the most widely attributed factor responsible for the success of some of the world’s largest brands. Every successful brand has an inevitable differentiating factor. The success is based on this factor which promises to serve the consumer with some advantages over competitors. Dominos Pizza for example has a Brand Promise cum Tagline saying, ’30 minutes or Free’. Communications like the one Dominos has adopted makes the consumer re-visit his/her thought of buying from another Pizza shop.

It’s the responsibility of every brand to clearly define and communicate its differentiating factor to the consumer. And so, do evaluate your brand and business model to identify the key deliverables and the differentiating attributes that sets your brand apart from your competitors. In simple words, ‘Give your consumer a reason to opt for you over the competitors’.