Brand Equity

Consumer in times of crisis | Revisiting brand-building during the COVID-19 pandemic | Ipsos | Brand Health Tracking
Brands Publication

Brand growth in times of crisis

Revisiting brand-building during the COVID-19 pandemic.
Mind the Promise Experience Gap
Customer Experience Publication

Mind the gap: Why what a brand promises and what it delivers matter

What happens when there is a mismatch between what a brand promises to its consumers and their actual experience? Fiona Moss explores the promise-experience gap, the benefits of aligning the two and the pitfalls of over-promising.