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PhilTake #23 - The Promise, Part 3

Every business has six critical elements called Morphemes. Morpheme #1 is The Premise (covered in PhilTakes #16-20). Morpheme #2 is The Promise. What is the company’s behavior delivering on the premise?

In PhilTake #22, we talked about how trust is the most important element of the Promise. In other words, how you deliver on your Promise becomes your brand.

“Successful branding is what you do, not what you say or show… It comes from keeping your promises to them, from earning their trust that your brand will do its best at every point of contact to deliver on what they want and expect from you.” - Jim Siegel

Remember, your customers write your brand’s story. What will they say about you?

PhilTakesSM are distributed twice a week on LinkedIn, Facebook and Review previous posts and locate additional information on the PhilTakes tab on, and invite Phil to speak to your business group or service club.​

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