Here's to the return of brand promises that are more than glossy advertising messages.

Its a bold move to house an aspirational attribute within a brand's name, especially in a day when brand promises are believed only after delivery.

One of my favorite examples is QuikTrip. On first glance it seems like any other brand name that advertises speed. But they pull off the fulfillment quite nicely. With more pumps at each station and attendants that move lines in and out of their convenience stores at a rate Usain Bolt would have to respect – they live up to their brand name in a very unique way.

Jiffy Lube is another that delivers. I visited last week to get my oil changed. The woman who assisted me talked faster than an auctioneer and yet I still understood her. They serviced me well, double-checked the cleanliness of my car, and got me out of there in 15 minutes.

Survey Monkey is also an interesting descriptive name. They promise to help you create a survey with a process so simple a monkey can do it. Not sure if a monkey has literally tried this yet, but I'm pretty confident the monkey could execute using their application.

What other brand names elevate a key attribute and then deliver that attribute well?

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