- 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?
Keeping the Brand Healthy: The Annual Brand Checkup
by Mark Shipley
MarketingProfs.com, March 13, 2007
Subject: Brand Questions