The sanctity of words should never be forgotten. Aspiration is an over-rated concept today.
Believability is the corner stone.
With a promise comes customer discernment and in the race of
one upmanship; over-the-top promises show desperation.
Take holiday packages for
example. A brands intention could be to create experiences to distract people
from their daily routine. That’s good enough. It’s believable.
“In truth, expression of interest comes with the expression
of the right intention”.
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