This document discusses the importance of promise-based branding and controlling your own brand. It argues that a brand is defined by the promise it makes to customers, not by logos or marketing messages. It advises companies to research what customers perceive the brand promise to be and ensure marketing aligns with this. Developing a clear, differentiated brand promise can help avoid becoming a commodity and build customer loyalty through emotional connections. The document provides examples of companies with successful brand promises and argues that now is the time to invest in branding.