I am reading this book called “The Brand Gap” by Marty Neumeier, it is a very interesting book. There is one part a the book which I really like which is the 3 little questions that a company need to answer in order to know about their position.
Three Little Questions
Wanna bring a high-level marketing meeting to a screeching halt? Just do what brand consultant Greg Galle of Creative Capital does—demand unambiguous answers to three little questions:
1) Who are you?
2) What do you do?
3) Why does it matter?
Now, the first question is fairly easy for most companies to an swer. “We’re Glo al Grommets, a multi national provider of grom mets.” The second question is a little harder. “We make grommets—no, we make more than grommets, because we have a full line of widgets, too.” But the third question, why it matters, can get sticky. “It matters because we make really good grommets—and widgets.” (Sure, but every one says that.) “Because we sell the widest selection of grommets and widgets.” (Right, but I only need one kind of grom met, and I already buy it from someone else.) “Because we have the best people.” (Yeah, right—prove it.) Unless you have compelling answers to all three questions, meaning that customers find them ir resistible, you haven’t got a brand.
