A brand promise is non-negotiable. Every employee—from entry level to senior leadership—must live by it. A brand promise is the commitment you make to your customers. It’s what they can expect from ...

I wish Steve Ballmer would check with me before he does these things. Last week Microsoft announced it was launching Microsoft-only retail outlets similar to the successful Apple Stores. My intention ...

Ellie Victor, Cofounder and CEO of ZOOM Marketing, one of Silicon Valley's premier positioning agencies with hundreds of successful clients. When I first picked up The Inner Game of Tennis by Timothy ...

Your brand promise is the foundation of your business. If you don’t stand for something specific and consistent, you risk standing for nothing—leaving both your customers and your team without clarity ...