Is your brand consequential?
Twelve quick either/or choices to determine if your brand is consequential, and where your brand is strong or weak on the Consequential Triangle. You will receive a quick roadmap and even see how you stack up against 73 of the best startup and legacy brands in the U.S. right now. You might be surprised.
Two rules: Be completely honest to get the best result and although you mean different things to different people, think about the average of your customer base when answering.
If you don't know what a consequential brand is (because you haven't read the homepage or the book)...
It's about being a brand that is impactful enough in someone's life that they would talk about it, defend it and miss it if it was gone. That importance, and the behaviors that come with it, create the human momentum that gets you discovered and tried in today's landscape.
- 01
Talkability
People bring you up when you're not in the room.
- 02
Defensibility
Someone other than you makes the argument for you.
- 03
Indispensability
Customers would be worse off without you, not just inconvenienced.
There are no right answers. Pick the statement that is closer to the truth about your brand today, not the one you would like to be true. The more candid you are, the more useful your result.