It's a real shame when a marketing campaign has not been shared with front-line staff that is expected to deliver the promises. Customers frequently know more about the promotions than employees. Staff end up looking stupid, customers feel as if they aren't being trusted when they repeat what the advertising says, and the brand is diminished.
Of all the practices for building brand equity, integrity should not be the hardest. Just tell the whole truth in simple direct words. Keep your promises. If you offer a money-back, no-questions-asked guarantee, return the money promptly and don’t hassle the customer. The same goes for rebates. Put important language in readable type, not small print that all but unreadable. And educate front-line people about the offers, promotions, and rules.
As brand leaders, do your part for all of us.
Brand On!
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