B--Believable
Your brand positioning must be credible both with your customers and employees.
R--Relevant
You and your colleagues need to be close enough to your customers to develop products and services that truly meet their needs. Southwest Air
A--Adaptable
While your brand strategy should be relevant for today and specific markets, it also needs to be flexible, broad and viable over the long haul. General Electric
N--Numerically based
How you arrive at the brand strategy as well as measure your business' alignment with it and marketing effectiveness must be based on objective data and customer and market inputs versus gut.
D--Differentiated
One of the toughest challenges is to create a brand strategy that is unique. Apple Computer
On a personal level, it's not much different. You need to be believable, relevant, adaptable, quantitative, and unique. That should be our brand strategy....and the consultant in all of us.
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