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Stephen Houraghan here of BrandMasterAcademy.com and in this video Im talking brand promise and what are the five key principals you need to know before you go into the market and start making promises on behalf of your brand. now before we jump into the nuts and bolts on this one I just want to clear up some of the fog that you probably have around this term now you probably know this already and I speak quite a lot about it but there are a lot of branding terms out there that get completely misrepresented online and brand promise is probably the one that gets dragged through the dirt the most its probably the most misrepresented term that Ive seen online and just in the research that Ive done for the content that Im producing at the moment Ive read an article that displayed eight or ten cases of the best examples theyd seen of brand promise which included Nike Just Do It and McDonalds Im Lovin It now I dont know about you but a promise to me is something a little bit diffe