Branding Tip: Before You Brag, Become.

When a hospital chain learned that patients ranked bedside manner second only to positive clinical outcomes, they immediately began running ads bragging that their bedside manner was warmest and cuddliest this side of the Mississippi. Trouble is, they neglected first to take an honest look as to whether their beside manner was indeed good. They also neglected to take steps to ensure consistent delivery on such a promise.

Brag all you want. But short of brags based on substance, you have no brand. You have hot air.

—Steve Cuno