Building a Powerful Brand
Another insightful post from Seth Godin on branding and building your brand. He talks about the brand of AT&T (or Cingular) versus FedEx. With FedEx you get what you expect. With Cingular you almost never get what you expect.
How often do your customers get what they expect? Is it closer to Cingular or FedEx? Can you measure it? Do you change the measurement if you ask for an extension?