Marketers have used brand advertising since the 1950s, when brands were established to create emotional value with consumers, signal better quality or value, and to differentiate a product or service from the competition. Simon Clift, the former CMO of Unilever said, "A brand is the contract between a company and consumers." This brand 'contract' represents the feeling of trust that a consumer has in that a brand will deliver on its promise of value when that product or service is selected. If a company breaks that contract and violates the established trust, then consumers are free to take their brand loyalty elsewhere and buy alternative goods and services.