This happens when your brand doesn’t walk your brand talk, meaning your marketing is saying one thing (making a perceptual promise) and the experience is ‘other’ than what is perceived.

当你的品牌并不能体现品牌观念的时候就会是这样的。 这就是说，你的营销说的是一样（做出感性的承诺），而实际上体验到的与所说的观念是不一样的。

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"The brand is your promise that represents real things that you deliver," said Steve Cannon, vice President of marketing for Mercedes-Benz USA, a company that knows something about image creation.

梅塞德斯·奔驰(Mercedes - Benz)美国公司营销副总裁史蒂夫·卡农称：“品牌就是一个人的承诺，承诺你真正能够做到的事情。”该公司对于形象塑造比较在行。

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Groupon filed yet another amended S-1 on Friday, which mostly got attention for a promise to decrease customer acquisition expenses (i.e., marketing) going forward.

团购网站Groupon于上周五提交了一份经过再次修订的S - 1文件，其中承诺在未来减少客户购买开支(即营销费用)，引人注目。

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As the promise of marketing contributions rises, so does the funding.

FORBES: Six Reasons Marketing Budgets Are On The Rise

The promise of social media marketing often goes unfulfilled.

FORBES: Are You Effectively Using Social Media for Business Development?

His title shows flair for clever marketing, but its implied promise to provide readers with the keys to financial success is not kept.

ECONOMIST: Can you beat the blindfolded monkey?