Wanna bring a high-level marketing meeting to a screeching halt?
Demand unambiguous answers to three little questions:
1) Who are you?
2) What do you do?
3) Why does it matter?
Unless you have compelling answers to all three questions, meaning that customers find them irresistible, you haven’t got a brand.
Most businesses have occasional trouble answering the first question, a little trouble answering the second, and a lot of trouble answering the third question.