From The Brand Mindset by Duane Knapp... Great Brand Management Book
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The Brand Mindset Test Your Brand IQ Do you know, from your customer's perspective, what are the most distinctive attributes that differentiate your brand from other competitors? Does your organization have a brand promise, mission or vision statement? Do you know your customers perspectives regarding how they view your brand as compared to your closest competitor? Is your organization's leadership responsible for the brand's equity as opposed to the marketing department? In general, can most employees recite the brand promise, mission, vision statement, or their key messages? When important decisions need to be made regarding the brand, does someone represent the customer's viewpoint? Do you place a priority on being perceived by consumers, first and foremost, as a "friend"? |
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