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Well, you sure don’t shy away from the hard stuff… Hat’s off to you for tackling that one.

Every company only really has two goals: get more customers and keep the ones you have… ideally by selling them more stuff. How you do both of those things is where there’s an opportunity to differentiate. So you’re definitely on the right track…

 

Brand is a promise you make – to your customers and your employees – to do something for them. How well you deliver against that promise is what your brand is really all about. And the catch? You don’t get to decide if you’ve succeeded. They do. If you do it well, they will become advocates and help you celebrate. Get it wrong, and it’s the beginning of the end.