The only way to rebuild consumer confidence in times like these is to make a simple brand promise and keep it.

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My approach is a simple one: Promise less, deliver more.

BBC: NEWS | UK | Politics | Text of Michael Howard's speech

They both understand a simple secret: If they just promise to get their house in order, if just given time, their neighbors must eventually come and clean up the garbage themselves.

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While a future Congress could, theoretically, bring the Accountable Care Act to an end, and while the Supreme Court may yet destroy part or all of the law before Perry needs to make good on a promise that he cannot possibly keep, the simple fact is that there is really no impact on the law that might result from such an executive order.

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Loaded down with every conceivable fact and figure about the car, provided with a plethora of features and benefits, it was up to him and his team to cull from this laundry list the one simple, meaningful thing on which they could build a sustainable brand promise.

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After a few weeks of giving this thing a go, I can say that it really does make good on its simple promise: It charges your phone (there are different versions for the iPhone 5, older iPhones, and micro-USB-charged phones), and does so without taking up much space.

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The reason breast cancer awareness as a cause has taken hold is as simple as Branding 101: The brand's promise is simple to understand.

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Key among them is making a promise to consumers and making sure you deliver, at the very least, on the simple things.

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The Virtus model is a simple yet timely one: Acquire a diverse group of boutique investment firms that are doing well or have promise, offer these smaller managers liquidity and give them access to broader distribution under a single brand umbrella.

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