Sometimes, companies spend a lot of money on advertising, events and other marketing promotion activities to build a brand. They make a lot of noise. Yes, making noise creates awareness. But, it will not create or change the perception of the brand. It will not change the image of the brand. A blot on a person’s character can’t be washed away if he gives full page advertisements in newspapers claiming to be clean. He has to make fundamental changes in his conduct and behavior. If his conduct does not match his claim, his image will not change. Money should not be spent only on communicating about the brand, but it should also be spent in ensuring that the brand performs as per its promise. It must be spent to make sure that our customer gets the experience of our brand exactly in the way our brand claimed.
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