"Bond. James Bond."

What's in a name?

Well, basically, everything. Everything, that is, that has been promised or talked about or hinted at. How do you react when I say: Hillary Clinton. Or Hillary Duff. Or Sir Edmund Hillary.

How about Miles Davis? Miles Standish?

The point is that we all have an emotional reaction based on the experiences we have with a name. Or a brand, if you will. Our experiences are based on what we've seen or heard ourselves or on what others have told us, or what we've read or watched.

It's the same with companies and products and services. Each brand must deliver its promise by demonstrating their claim of distinction and then supporting it with the evidence of performance. That way, customers and prospects - whether it's a b2b relationship or a b2c relationship - get to experience the brand promise. Those brands and companies that deliver on their claim, every day, win every time. Those that don't? Well, let's just say the brand just doesn't have that special ring to it any longer. And sooner than later, those customers will go somewhere where they get what they are promised.

Martini, sir? Shaken or stirred?