Making promises is what a brand does. Promises like: “we offer the cheapest deal in town”, “the best soup in the city”, or “the most stylish phone in the world”.
Expectations are what a brand is. Once you have kept your share of promises, your establish reputation. Consumers will then start to have certain expectations about you, and that becomes your brand image.
The key to brand growth today, though, is surprises. Today, you need to keep making those promises, but in order to build a remarkable brand, constantly exceeding those expectations is no longer an option; it’s a necessity.
Remarkable brand is just another way of saying that your consumers are often pleasantly surprised with what you offer; they can’t help but to make a remark about you.
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