Brand promise · The promise · Component
The boundary
What the promise does not cover, and who it is not for — the part that makes it capable of settling anything.
The deliverable
What it is
A promise that excludes nothing constrains nothing. The exclusions are what allow it to be used in a decision about where to spend and what to stop doing.
Stated exclusions are also fairer to the customer than unstated ones. Everybody discovers the boundary eventually; the only question is whether they discover it before or after they relied on it.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The exclusions
Situations and cases the promise does not apply to.
3 attributes: Exclusion · Reason · Stated where
LearnThe conditions
What has to be true for the promise to apply.
3 attributes: Condition · Within customer control · Applies from
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An exclusion that lives only in the terms will be experienced as a broken promise. State it where the promise is stated.
The other components in the promise
The commitment
The promise in its final wording, held fixed until formally revised — because a promise paraphrased differently in three places is three promises.
LearnThe origin
What in the organisation’s purpose and capability the promise is derived from — the argument for it, and the fastest way to re-derive it later.
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