Making a Promise to the Customer - 2. Proving it works

Mimi Turner, head of EMEA & Latin America at the B2B Institute at LinkedIn, and Paul Stringer, managing editor for research at WARC, discuss the concept of 'Promise to the Customer' in marketing. They explore the importance of making a memorable and valuable promise, the impact of promise-based campaigns on brand health measures, and the effectiveness of promise campaigns in driving sustained brand and sales growth.