Keeping Promises

Published by Nick Hall on 24 July 2009.

A few months ago we received a long-winded letter from the police department advising us of their apparent displeasure in our "possessed" security system. The notice was comprised of two full pages of tightly spaced text that ended with them telling us that if it kept going off, rapid response was not going to be top priority (the problem with the system has since been rectified).

At the top of the first page, just under the logo, I noticed their brand promise (casually set in Times Bold Italics -the perfect font to use when you want to look like you're saying something special, but in fact are not).

It read "Deeds not Words".

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What Consumers Really Want (posted on 12 February 2009)

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