In the most tumultuous competitive environment ever, branding has never been more important.  Consistently, concisely and efficiently delivering the brand message to the target customer is the most difficult, and important, marketing function. Yet, most leaders spend little to no time crafting and delivering a solid positioning statement.

Instead, multiple products/services are discussed in multiple contexts, in multiple channels for multiple customers.  The result is brand confusion – and an underperforming offer.

Leaders must place a concerted effort on building messages, which resonate via channels that influence the customer.  Your brand should engage the target, creating lasting relationships.