Are you really who you say you are?

In a now infamous rant several years ago, Dennis Green, former coach of the Arizona Cardinals once said after a game, “They are what we thought they were.” One of legendary coach Bill Parcells’ most famous quotes was, “You are what you are.”

I was reminded of those lines recently when after presenting a marketing audit report to one of our clients the CEO said, “We’re not as good at service as we think.” He was referencing the mystery shop portion of the audit. The challenge with this particular institution was that their well-designed marketing pieces were saying one thing but their staff was delivering something else.

As you review your marketing, you must answer the question “Are we really what we say we are?”

Think about this: have you ever read your own marketing pieces? What are they promising? And more importantly, are you delivering on those promises?

For example:


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