Chinese e-commerce player JD has escalated the country’s on-demand delivery battle as it rebrands its retail service and promises to deliver purchased items in as little as 9 minutes. The company ...

A promise is a debt. A study by Dutch Researcher Manuela Vieth, found that broken promises cause us to want to punish and seek revenge upon the promise breaker.

The promise you make is the first step in building trust with your customer. If you promise something and deliver on it, you create trust and the expectation that you can deliver on the next promise.

Every promise fulfilled will help you to associate your name with positivity and trust. Making promises you can keep is instrumental to helping you build and maintain any relationship in life.

If your employees can’t deliver on the brand promise, it will severely stunt brand success. And that’s true even when your brand promotes philanthropy and good will. A Post-Disaster Disconnect ...