Self-Promotional Content Turns Off an Audience
The content that we see and hear about a company and its products and services is often an unproven litany of self-testimonials and competitor comparisons. Anyone can say "we're the leader in the field ..." or “we deliver the highest customer satisfaction”. These image positioning statements are separate from actual customer experiences and will disable a branding strategy.
Conversely, character expression builds a strong brand identity that is earned through consistent small steps that produce authentic experiences and valid expectations.
By John Bernardi
