brand promise
n.— «Alexander notes the “corporate-ese” creeping into the campus lexicon, phrases such as change agent, mission driven and a new one he heard only last week: a school‘s “brand promise.”» —“Catch phrases part of universities‘ pushes to brand and sell themselves” by Bill Schackner Pittsburgh Post-Gazette (Pa.) July 4, 2004. (source: Double-Tongued Dictionary)
Further reading
The adjectives canine and feline refer to dogs and cats. But how does English address other groups of animals? Plus, cabin fever has been around much longer than the current pandemic. That restless, antsy, stir-crazy feeling goes back to the days...
John in Omaha, Nebraska, wonders about a phrase that encourages someone to attend an event or risk being left out or feeling uncool: be there or be square. Don’t fall for the fake etymology about people wearing boxes on their heads! Ditto for...