What are the 8 characteristics of a 'good' brand? And by 'good' I mean well managed.
In summary a 'good' brand is:
They hold a clear and defendable point of difference in the market.
Are relatable and authentic in their relationships.
They are aspirational and draw others towards them.
They deliver their promise time after time after time.
They are simple, clear and deliver a well defined message.
They are loved by their own people and those that seek to interact with them.
They have worth. Good brands build value back into the organisation.
They can be held accountable. They can be measured to demonstrate and improve performance.
How does your brand rate against each of these?
Is Your Brand Working Hard For You?
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