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Brand Promise

The BrandPromise (Promise) is the new currency for success. Author Duane Knapp reveals the five-step plan for finding and making a Genuine Promise that a dedicated and committed organization can follow. He shares his personal experiences and insights from advising over 400 brands worldwide and his presentations to thousands of people a year.

The BrandPromise provides insights, strategies and action plans for anyone who sincerely desires to make meaningful promises that will inspire the loyalty of their customers and fellow associates. The Promise philosophy is perfect for individuals and organizations that want to build real relationships and genuine brands that are trusted and admired.

“There is an enormous difference between talking about a promise and making and keeping a Promise to customers, associates, and shareholders. The Promise philosophy focuses on the difference between slogans or taglines and putting your heart and soul into your Promise. This book is the definitive guide to understanding, developing and delivering a genuine Promise to energize any brand; personal, business or non-profit. After all, a brand is only as good as its promise!”
-Orin Smith
Chief Executive Officer (retired)
Starbucks Coffee Company

“Every Brand needs to answer the fundamental question, ‘What’s our Promise?’ Then it should measure the delivery. The BrandPromise provides the right strategy.”
-Warren Bryant
Chairman & President
Longs Drug Stores (now CVS)

The BrandPromise clearly explains why the Promise philosophy is paramount and how anyone can use it to enhance the lives of their customers, associates (employees), influencers, and for that matter, all of the organization’s stakeholders.

Knapp presents the science of this successful strategy in a style that’s friendly, engaging, practical, easy to relate to and enhanced by private interviews with successful leaders– people from all walks of life and a variety of types and sizes of organizations. It is visually stimulating and includes engaging charts and illustrations. Knapp elaborates with a wide variety of examples and effective Brand Profiles that illustrate the necessity and the power of the right promise.

The BrandPromise methodology applies to individuals, traditional corporate and product brands, professional service firms, charitable and philanthropic organizations, member-centric businesses and associations. Brand Profiles include successful Genuine Brands such as Ketel One, Tourism Vancouver, the Make-A-Wish Foundation, Destination Marketing Association International, Costco, ANNIKA (Annika Sorenstam), Callison Architecture, SAFE Credit Union, RK Dixon, and Bartell Hotels. Regardless of the organization or the situation, everyone wants a promise.

“If you’re really sincere about creating a personal brand, The BrandPromise is your key to success.”
-Annika Sorenstam,

“The BrandPromise methodology is fundamental for communities that strive to create exceptional destinations for visitors, businesses and residents.”
-Rick Antonson,
President and
Chief Executive Officer,
Tourism Vancouver

“Successful brands are built by people who understand and embrace the BrandPromise Philosophy.”
-Michael Gehrisch, President and Chief Executive Officer, Destination Marketing Association International

“Genuine Brands begin with passion and a promise; The BrandPromise is the practical guide to accomplishing both.”
-William L. Eldien, President & Chief Executive Officer, Nolet Spirits U.S.A./Ketel One Vodka

“It’s more important than ever for nonprofits to make a promise. The BrandPromise provides the roadmap.”
-David Williams, President & Chief Executive Officer, Make-A-Wish Foundation of America

“Genuine Brands understand the importance of a real promise and they deliver it one customer at a time.”
-Craig Hall, Chairman, Hall Wines

“The BrandPromise should be required reading for every nonprofit and member owned organization. There’s nothing more important than making a promise!”
-Henry Wirz, President, SAFE Credit Union