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.
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: ...