Be Your Own Brand—A Breakthrough Formula for Standing Out from the Crowd

Measuring as a Process

The best businesses measure constantly, and they probe all three areas. In particular, they know how often perception defines reality in our world—what people think they see is what they think they are getting. Consequently, businesses focus a lot of their research efforts on comparing what their customers perceive to what the business wants them to perceive (the intended “reality” of the brand) and also on looking for gaps between perception and reality. Closing those gaps, they've learned, is crucial to long-term satisfaction and staying power. Synchronizing perception with reality becomes a significant focal point for brand-management efforts and justifies doing regular measurement often.

The questions businesses use ...