SAP's CMO on branding success

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SAP’s CMO Marty Homlish, recipient of the BRITE “Big Thinker” award last week, shared his views on what it takes to build a great brand:

1. Tell the truth about the value of the brand to customers
2. Be relevant
3. Be believable
4. Exceed expectations

5.?? ?Keep your promises

What’s ahead? Homlish thinks the future of branding is the convergence of product, brand and customer experience.