Take the Brands Don't Win Quiz: Are you a Traditionalist or a Transcender? "(Required)" indicates required fields 1. Key to Winning: Brand Differentiation or Campaign Agenda?(Required) Does your company seek to differentiate your brand to beat rivals based on superior brand features (e.g., faster, longer, stronger) and/or other benefits? Does your company seek to win by “Changing the Agenda” or forcing rivals to play your game, a game only your company can win? 2. Campaign Style: Military-Style Campaign or Election-Style Campaign?(Required) Does your company use a military-style campaign to overwhelm competitors with significantly greater investments and better promotional tactics? Does your company conduct election-style campaigns, like US Presidential election campaigns, to commercialize its products? 3. Competitive Mindset: Follow or Lead?(Required) Does your company closely follow its competitors and routinely react to their actions? Does your company lead and routinely stay several steps ahead of its competitors? 4. Corporate Mission: Have a Mission or On a Mission?(Required) Does your company have a mission statement? Is your company on a mission to fulfill its Campaign Agenda? 5. Product Development: Evolutionary or Revolutionary?(Required) Does your company use its current products or competitors’ products as benchmarks and conduct market research with potential customers to identify better or improved product features and benefits? Does your company seek to create revolutionary, game-changing products by relying on market intuition and out-of-the-box thinking? 6. Corporate Alignment: Marketing and Sales Department or All Employees?(Required) Does your Marketing and Sales Department/professionals focus on and handle competitors and competitive considerations? Do all your company’s employees align to and execute the company’s Campaign Agenda to win versus competitors? 7. Communications: Brand Messaging or Campaign Platform?(Required) Does your company tailor its brand messages to different customer segments? Does your company use a one-page, overarching “Campaign Platform” to communicate to all customers and stakeholders? 8. Product Playbook or Political Playbook: 4 P’s or the 4 A’s?(Required) Does your organization rely on the standard marketing toolbox consisting of the “Four P’s”: Product (good or service); Price (cost of the product): Place (distribution channels), and Promotion (advertising, promotions, sales forces) to win “brand battles?” Does your organization leverage winning Actions based on the “Four A’s”: Access, Advantages, Advangelicals, and Awareness? 9. Behavior Change: Buy-in or Believe in?(Required) Does your company focus primarily on getting customers to buy its products? Does your company inspire its customers to believe in a company’s Campaign Agenda before they buy the company’s products? 10. Corporate Objective: Product Purchase or Transcendent Experience?(Required) Is your company seeking to offer products for customers to purchase? Is your company seeking to offer a transcendent experience for its customers?
