We agree with you, Simon. If brandowners diverted 5% of their above-the-line spend into getting the whole brand experience optimised and aligned against the right criteria, then brands would be stronger, more successful, and more able to sustain a small premium. Brandowners must do more to understand the sensory experience of their brand.
http://www.marketingweek.co.uk/make-sense-of-brand-promise/3005048.article
Tags: brand sense, promise index