A Brand Is A Promise. What’s Yours?

“A product is an artifact of a truth of a promise. A brand is a promise. The promise of Gateway is to be the wagon-master across the silicon prairie. It was more interesting to me that Gateway opened stores than Barnes & Noble went dot-com. It doesn’t matter whether Gateway sells anything in its stores because retailing is the retelling of the tale. So you open stores to tell the story of being the wagon-master. You

About David Burn

Fired up to write it down. Co-founder and editor of AdPulp. Chief storyteller at Bonehook, a guide service and bait shop for brands.