A Brand Is a Promise

Memphis, TN – To define your brand, you must define your promise. Whether you call it a brand, position, or a slogan, it's a promise. Coke promises to be refreshing. Wal-Mart promises to be cheap. Does your brand promise anything? If so, how do you define it?

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book of 110 two-minute business principles - go to johnmalmo.com.