Experts have defined a brand as “a set of differentiating promises that link a product to its customers.” Applying this framework to your organization,
- What are your organization’s differentiating factors that set it apart from its competitors or other organizations?
- How does your organization communicate these factors to customers, employees and other stakeholders?
- If you were the CEO of your organization, how would you change these communications to make them more effective?
* My organization is called Avendra. Go to Avendra.com for information
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