A brief browse through websites and you’ll see a whole host of lofty brand promises that food companies are making to their customers.
Marketers love a good brand claim because they offer ‘differentiation’, ‘perceived value’ and ‘emotionally engage’ their target audience. Marketers will always push the boundaries of what is acceptable but overpromising adds huge risk to the reputation of the brand.
The ‘gap’ between your promise and your reality is a big risk that brands are choosing to take. Customers will be unforgiving if they feel misled or the brand promise is not kept.
There are hundreds of brand promises out there that are unlikely to be matching the reality.
“We do all we can to protect our milk”
“Uncompromised commitment to continual improvement”
“Clean and green”
“The best beef and lamb”
“Hive to home”
“The taste you can trust”