Let what’s working in sales dictate your brand, and messaging gets diluted. Strategy gets bypassed. Consistency is nonexistent.

Your product positioning tells me what your thing does . Your brand positioning tells me why I should care .

The most effective brands take a stand—about what they believe, how they work, what they’re against. And saying your brand should be “divisive” or “against” something doesn’t necessarily mean that your brand is negative or controversial .

• Are we becoming more memorable ? (Aided and unaided brand awareness surveys)

• Are we more appreciated ? (Brand sentiment surveys)

• Is our brand point of view part of the conversation in our industry? (Share of voice percentage)

• Do more people have the opportunity to interact with us? (Brand reach score)

Brand is emotional. It’s aspirational. It makes me feel like my choosing your brand says something about me . If you're only speaking to logic, you're missing half the brain.