Writes Doug Smith on his blog:
"...brand is the upshot of three related human actions: promising, delivering and experiencing. Employees (a category that includes executives) promise and deliver. Customers (and investors who are not actively involved in companies) experience. Most of us have yet to catch up with the latter two of these activities: delivery and experience. Because we are bombarded with logos and symbols and promises, we tend too rarely to look beyond the promising to the delivery and experience.
"That is, until the experience is entirely out of line with the promise."
Read the post to get what "brand delivery" really means. Smith also gives us an example - FOX vs. WaPo - guess which one has a consistent brand delivery...