The global research and analytics firm Gallup has polled nearly 18 million customers around the world to learn whether they feel that brands they use deliver on their promises. By the «promise of the brand» the research team means a unique statement that a company offers, and it depends on the employees’ ability to act on these offers.

It’s fascinating how certain themes emerge in the marketing world. One that has been impossible to ignore in recent years is the massive growth of the luxury sector which, if we believe everything we read, has been fuelled by ‘greedy bankers’ and ‘emerging global economies’ (China, India et al). While the rest of the economy went through a credit crunch, the richest in society got richer, their numbers grew and of course, brands followed.