30. What Is 'On Brand'?

Brands are promises, and keeping promises is all about being consistent.
In many cases, the promise of a brand stems from the values of an organization’s founders. The idea of keeping the brand promise needs to become institutionalized and socialized throughout the organization. But not only do the members of an organization need to understand the brand promise, essentially so do its customers. 


Cass Art
Angus Hyland
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