CHAPTER 13: STEP FIVE #EVALUATE
MEASURING YOUR SUCCESS AS A STAND-OUT BRAND
Congratulations on reaching the final step. You have put so much work into creating the ideas, producing the product, connecting it to retail and promoting it. So, how do you really know that all that hard work is paying off? Is there a way of actually “measuring success” so that it is not just guesswork or a wish and a prayer, but your brand is doing everything it is supposed to do? Why is it important to evaluate anyway?
You and I both know that this is the section that everybody dreads. I'd rather eat my own shoes, but over the years I have come to learn just how important it is and a part of me even leaps for joy when I have the figures laid out in front of me ...
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