Brands that lack clarity of purpose suffer crisis.

We’ve all seen it: a failed rebranding, a mediocre launch, and the declining market share that follows. Clarity of purpose is the best defense against making embarrassing marketing mistakes.

Consider this writer who tattooed “words” on his arm. Hard to imagine him having an identity crisis.

If you were to ask several people in your marketing organization what the brand stands for, would they have a simple answer?  Would they have consistent answers?  Would they have an answer?



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