The Importance of a Promise to the Customer in Marketing

A promise to the customer in your campaigns, then you're more likely to climb that ladder and get those commercial gains. And as I said, that difference only increased as we went up the ladder. So yeah, really interesting finding. There's another lever that you can pull because you were talking about creative commitment there. It helps marketers move from kind of complexity around brand and brand but building a language to something more simple to articulate it.