“Consistent delivery of the brand promise generates the integrity that makes it the brand.” What could be simpler? Branding is not about a contest or winning at capitalism in which profitability is everything. The business model, of course, is another story. When you lose credibility, for whatever reason, you “de-brand.” Sustainability and branding go together, so integrity is crucial to stay the market regardless of conditions.

Differing from politics, the science here is firm and uncontested. No consideration will rationalize a bogus staying power. The truth may at times be elusive, but in branding, honesty and the brand promise are incontestable. Creating awareness is but a strategy to promote and advertise with the hope of generating sales, which will not come about if the product does not deliver.

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