In Chapter 2, I outlined four phases of a brand positioning project: research, positioning, initial rollout, and the phase I cover in this chapter: continuing engagement. In the two previous chapters, I highlighted many ideas for how to roll out your brand positioning while deeply embedding it internally and externally. But your positioning work isn’t done just because you’ve completed an initial set of rollout projects. We’ve only just begun.
Jeff Bezos, chairman and CEO of Amazon.com, has a famous quote about building brands:
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. People notice that over time. I don’t think there are any shortcuts.”1
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