The brand is the anchor point for the customer relationship. The promise comes via the brand. This promise is delivered in a bundle of experiences – product, after sales service and communications – attached to the brand. These experiences must deliver consistently on the promise.

A brand is built by using a deep understanding of customer needs to create a unique promise. When a good brand promise is consistently delivered in a well thought through customer experience programme, all contact will make the customer feel understood and served like no other brand can.