Branding Definitions

Understand the terms marketers use when discussing brands. These will not only teach you the language but give you a better perspective on brand marketing.

Poker chips and poker card on gold poker table.

What are Table Stakes in Business?

Have you ever heard your colleague or a business pundit, like Jason Calacanis, use the term “table stakes” and wondered what they meant? I researched it, and have the answer for you. Table stakes highlight an essential concept in branding: meeting minimum customer expectations.

Starbucks Brand Promise. Coffee beverages. Nice beverages. Friendly staff.

Brand Promise

When a customer sees a brand, it is meaningful because of the promise that is implied. If I see Starbucks on a building, I am promised that great coffee and a cozy environment is inside. A brand promise is not a tag line or value proposition. We show you how to write a brand promise statement and show you examples from big brands.