You know your brand is failing in the marketplace when…
1. Your brand is mentioned to customers and potential customers, and there is strong negativity in their response.
2. Your brand’s external messages do not “ring true” with all employees.
3. Employees are not enthusiastic or consistent in recounting what makes their brand special.
4. The brand’s market share is decreasing.
5. Competitors never mention your brand as a point of reference.
6. The press does not write about your brand.
7. Your CEO does not have a strong vision for the organization and its brand. He or she talks more about financial targets than the vision.
8. Your organization’s leaders never seem to “talk the brand” and “walk the brand talk.”
9. Your organization fails to attract and retain high quality employees.
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