A. Sample Documents

Throughout this book, I’ve referred to sample materials such as surveys and discussion questions that you’d find in the appendix. Well, here they are!

Over the following pages you’ll find a set of resources that should help you research, build, and roll out your organization’s brand positioning.

Chapter 3: Sample Email Survey

When designing a brand survey for the external world, you’ll need to keep things simple. There is a delicate balance here. Ask too many questions, and people will be less likely to finish the survey. But don’t ask enough questions, and you can leave a gaping hole in your research that you regret later.

Remember that the purpose of the survey is to get data that helps you answer the following four questions: ...

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