Brands can say lots of things - to build their long-term brand equity.
Brands can claim lots of things - to drive their short-term sales.
But one of the best ways for a brand to prove to the world that it really means what it says or claims is to develop, launch and commit to innovations that show they are walking their talk.
Because typically customers, humans, judge people more on what they do (their actions), than what they say they do their (words).
"I'm a funny guy" - OK.
But if you do a funny thing or tell a funny joke. Now, I, the consumer, can conclude that you're a funny guy.