RESCUING YOUR BRAND FROM FALLACY: ensuring your brand delivers its promise.

Brand strength is most times quantified by the huge amount of money invested in programmes, advertising, high visibility shows and brand promotions engaged by organizations in a show of strength in market domination. However, most companies especially banks and service –oriented companies fail in their attempt to marry brand promise with delivery. If a strong rope often breaks at its weakest point, the link between and promise experience constitute the major fallacy that erodes brands. Every time the potential customer experiences a disparity between the promise and delivery, a fallacy occurs.