What happens when a brand promise does not line up with the brand experience? As organizational branders, we often warn companies that they have to deliver what they promise. When they don’t, the result is often disastrous for the organization, and customers usually see right through the façade.

In July, Starbucks launched three stores branded as local coffee shops.  Their names are based on the intersection they sit, and the Starbucks logo is not in sight – inside or outside.  The stores are owned and operated … read more