Every business has six critical elements called Morphemes. Morpheme #1 is the Premise (covered in PhilTakes #16-20). Morpheme #2 is the Promise (PhilTakes #21-25): What is the company’s behavior delivering on the Premise?
In PhilTakes #23-25, we discussed the tie between the Promise and an organization’s brand. Should it be measured? Yes.
Brands are too often viewed in a subjective way, but the Promise – a company’s or organization’s behavior delivering on the Premise – needs to be objective and quantitative. Sometimes these measurements are called metrics, or KPIs (key performance indicators). Forget the fancy wording and call the measurement one word – mandatory.