Jonathan Schwartz, CEO of Sun Microsystems, shares a great story about the night of his honeymoon (don't worry, it's PG rated), how things didn't turn out the way he had planned, and how that one night has effected his choice in hotels to this day.
"What's a brand?
The saying goes, 'a brand is a promise.' On a personal level, I've always felt that statement was incomplete. A promise is the lowest common denominator of a brand - it's what people expect. Think of your favorite brand, whether search engine or sneaker or coffee shop or free software, and you'll know what I mean - a brand is an expectation. If you experience anything less, you're disappointed. A promise seems like table stakes.
But a brand must go beyond a promise. To me, a brand is a cause - a guiding light. For fulfilling expectations, certainly, as well as dealing with the ill-defined and unexpected. It's what tells your employees how to act when circumstances (and customers) go awry, or well beyond a training course... It's not a logo, an ad campaign or a money back guarantee. At minimum, it's a promise that helps to define those items. Beyond that, it's a cause that gives definition to the ill-defined, that tells you how to deal with the unexpected or the uncomfortable."
To read the full honeymoon story, click here.