The most secure and successful brands are so clearly differentiated in the minds of clients, and give such value to them, that their identity is easily “passed around” in the marketplace.
What’s the “threat level” of your brand? How can you move to a position of market security?
Think about brands that, in your own experience, occupy the green “low threat” zone. These are companies or people that you naturally and enthusiastically recommend to others. What makes them powerful in your mind and heart…and how can you arrive there?
