Galib Bin Mohammad, the Head of Marketing at Arla Foods Bangladesh gave some interesting insights about how a brand should live up to its promise, during Bangladesh Brand Summit 2020, the flagship initiative by Think Content.
“In my humble view, there are two major expectations of a brand. Firstly, the promise that a brand makes, and secondly, the people who they are promising to.”, said Galib. “If I am told that I will be given a luxury car, I will accept several brands. But if I am told that I will be given a Mercedez, probably I won’t be expecting anything less than it, if it doesn’t fit the luxury car category” he further added.
Galib stated about how it’s very crucial to point out that when a certain target group is expecting a product, they will not accept it if the brand is failing to keep its promise, by giving it a product suitable for a different target group.
“When a brand is promising something, it should live up to that promise. If you promise to give me a mediocre kind of service, fine, no problem. But if you are promising to give a luxury service, you should live up to that.” he mentioned.