Your Brand Is Defined By Your Audience Expectations | Unskippable - Marketing Keynote Speaker - Jim Kukral

Your Brand Is Defined By Your Audience Expectations

Is Mark Cuban right? Is a publisher’s decision to run a “low-quality” ad a brand killer? In other words, if you’re a TV station, and you run penis pill ads, are you killing your brand through this association? All for the quick buck?

Very interesting questions, and can go on multiple levels of media publishing, not just television.


I would argue that this is really about expectations. I believe that television viewers “expect” to see penis pill ads and the like at 2am. Therefore, they’re ok with it.

What about the web? What about print? Radio?

What about your blog?

Ask yourself… What do your readers/listeners/viewers EXPECT from you?

Deviate from that expectation, and your brand will suffer.

About the Author

Becky Carroll - April 23, 2007

Customer expectations are huge, whether you have a blog or a business. When you are meeting expectations, all is well. When you exceed them, you start to move to customer delight and WOM. When you miss meeting expectations, you have a lot of clean-up to do!

Jim Kukral - April 24, 2007

Becky, you would know! Great blog.

Ahsan R. Shami - April 24, 2007

I completely agree with you re: expectations.

I’ve posted a pretty similar opinion, though longer, on my blog, but I’m not sure it’s appropriate to link to it in your comments (is it?).

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