Has business been more difficult? Do customers seem less loyal? Are your teams out of sync? If so, it’s important to get above the day-to-day and assess the real drivers of your organization.

Have you ever felt like your organization is out of whack? The company is growing but everyone feels misaligned. You have momentum but it’s slowing because no one is completely sure where you’re going.

Do you wonder what a brand-powered business looks like? Doing so requires leaving behind a traditional, vertical view and thinking holistically in four areas.

What’s the dynamic between your in-house team and agency partners? How could outside creative partners be an asset to your organization?

When it comes to taglines, there are different approaches that can help fight against the challenges of your category when communicating your brand’s promise.

Most of the ads you place today hit a market that's not ready to buy. So the strength of your brand—its promise and distinctiveness—will determine if that ad spend makes an impact.

Every category has clichés—phrases or concepts that get overused. Clichés can be a strong signal to your market of followership instead of leadership.

Rather than doing the hard work of brand-building, leaders go after easy solutions, like redesigning the logo, and then wonder why results don’t follow.

When you check in with various team leaders and employees, do you hear an organizational single-mindedness?

Do you aim to build a brand that's steadfast, exceptional, and makes a significant contribution to the world? Or are you building cheap, selling quick, and don’t really care as long as customers support you?

Everything you do—who you serve, how you serve, the people you hire, the software you develop, the processes you build, everything—should build on the “value of a promise consistently kept.”

Defining and refining your brand’s promise to the customer can feel like wheel-spinning. What if you started with advertising and figured it out from there? Is there a benefit to doing the hard work first?