Daniel Pour Asgharian

• 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)

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 .

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

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.

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

This mirrors a deeper psychological error. The belief that by naming a goal, you are closer to achieving it. That by storing a thought, you have understood it. That by filing a fact, you have earned the right to deploy it.