Brand Checkup Questions

  • Can everyone define what the brand stands for?
  • Is there consistency in what everyone says the brand stands for?
  • Is there consistency between what insiders and outsiders are saying?
  • Are the words people use to describe what the brand stands for likely to inspire advocacy?
  • Do the things that they say support your brand promise really support it?

Source:
Keeping the Brand Healthy: The Annual Brand Checkup
by Mark Shipley
MarketingProfs.com, March 13, 2007

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