WARC x Cannes Lions: The triple opportunity of attention
The WARC Podcast
00:00
The Promise to the Customer: A New Mental Model
The promise to the customer is a new mental model developed by Roger Martin, who's a CEO advisor and strategy expert. It all started really with this language problem that marketing has around things like brand and brand building. We wanted to put those kinds of campaigns to the test to see if they're actually more effective than campaigns that didn't have a promise to the customers.
Transcript
Play full episode
