An important asset like Brand Destiny must be measured. Yet how does one measure an intangible? In my most recent book, Competitive Success: How Branding Adds Value (©2010 John Wiley & Sons), I discuss a wide range of different measures senior management can and should use in assessing the success of their brand building activities. In the case of Destiny, measurement is not contained in a simple formula. Instead, Chapter 5 ‘Brand Destiny concludes with a Destiny Diagnostic. This is a series of questions senior management must ask about each of the components comprising Brand Destiny. These questions are not intended to be easy. They are designed to provoke discussion and debate-and a bit of corporate soul searching. The end result of this effort will be a far richer and more rewarding sense of direction that will positively affect company performance for years.
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