CHAPTER 6
Uncovering Your Brand’s Core
Modeling provides the answers and the direction that we’re looking for. It is the ideal tool for eliminating uncertainty and improving your overall business performance. Now we get to the critical point: what are you modeling your brand around?
You can model your brand around any number of elements. It’s certainly possible to model your business based on industry standards, analyzing and emulating the behaviors and practices of your peer group. This is a conservative approach that offers at least the appearance of security. The major drawback to this approach is that it offers organizations no path to move beyond mediocrity. If you are doing what everyone else is doing, you are essentially denying yourself ...
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