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Wednesday, February 11, 2009

Brainzooming - Have You Tried a ‘Not’ Definition?

It can be a challenge defining what your business brand is. This is particularly true if you’re trying to work through possible definitions in a group setting. In these situations, there’s often a tendency to suppose a brand can stand for everything a company desires which is generally impractical and a recipe for failure.

Here’s an alternative.

Start by asking, “What doesn’t our brand stand for or represent?” By beginning with a “not” definition, you may subsequently be able to more readily express a succinct, targeted definition.

The approach works beyond business branding. Try it when having trouble narrowing the number of concepts you’re trying to fit into something you’re articulating or defining.

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