The Importance of Promise in Marketing

The company has to ask itself the question okay this potential promise could we consistently fulfill it? How would we have to organize ourselves to consistently fulfill it that has to extend beyond the marketing function. It has to bring people together around a promise that says we're all going to work towards making sure if we make and project this promise we will consistently fulfill it. And that's a CEO level decision then really? Yeah I think so or at least or least if it's the subsidiary that's sort of the general manager president and charge of the business and question decision.