I love this litmus test for if a company has a strong brand or not. From Seth Godin: https://t.co/HOEkquIC0V

My opinion begins with a simple question: what is brand? To me, brand is a representation of you, your values, and what you think is important. Take that idea and sit on it, then ask yourself what Porsche stands for? What about Apple? Liquid Death? These companies are masters of brand, and they’re companies that inspire my thinking around it,... See more

Carol Sanford explained how essence is essential to companies, communities, and countries:

Essence can provide the foundation of a business and its offerings if it sources the unique and differentiated nature of who it is. Essence has been there since the company’s founding, but often recedes from its rightful role

Essence is unique to each company

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