Today's customers expect sales presentations that offer realistic, appropriate solutions. Making exaggerated claims. The tendency to over-promise and to exaggerate the ability to perform are not just distortions, they're stupid. Once customers realize they've been duped, they're angry and they strike back, directly or indirectly. But anyone checking the member list knows differently.
Exaggeration only defaces a company's image.
Failing to establish a conscious identity. It's no accident that Fortune 500 companies invest heavily in creating and sustaining carefully crafted images. However, as massive mergers take place, maintaining these identities is more difficult because so many factors must be controlled. Today, Sears is robust as a result of building an identity that is credible to its customers. If the task is to capture as many customers as possible and not to lose any unnecessarily, then building the right brand image is absolutely necessary.