Checkpoint 5: Who Shares the Brandscape?
A brand doesn’t exist in a vacuum. The passion, purpose, and vision that drive a company may be virtually identical with those of competitors. You’ve probably seen the lists of core values that companies publish to help them define their cultures. When you look at these lists across an industry, they appear to be selected from a short list of about 12 virtues. Our company’s culture is (choose four): innovative, market-driven, customer-focused, ethical, responsive, collaborative, trusted, quality-minded, progressive, proactive, responsible, and optimistic.
While virtues like these are admirable, zagging requires that a company define itself by what makes it UNIQUE, not what makes it admirable. Here we need ...
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