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In this episode, Dr. Joseph Michelli delves into the heart of branding, emphasizing that it's not just about the visuals or catchy slogans. It's an intricate reflection of what people - both employees and customers - think and say about a business. He lays out critical considerations, starting with the notion that brands represent either promises kept or broken. The strength of a brand is gauged by the experiences supporting it. No amount of marketing can rectify consistently broken promises.\nMichelli introduces the C.R.U.D framework, a measure of brand strength. Brands should be Credible, Relevant, Unique, and Durable. He brings this concept to life by examining powerful taglines from industry giants like Netflix, Airbnb, and Spotify, emphasizing how each succinctly encapsulates the brand's essence and promise.\nTo ensure brand authenticity, Dr. Michelli advises businesses to:\nContinuously match brand actions with its promises.\nTest the brand against the C.R.U.D parameters.\nReassess and possibly rework the tagline.\nGather customer feedback to ensure alignment with brand promises.\nRemain adaptable to the ever-shifting branding landscape.\nListeners can obtain a detailed infographic from his website. Additionally, those wanting guidance on upholding their brand promises can reach out to him directly.\nIf you find value in this podcast, please like, share or subscribe to it!