Brand DNA

1. WHICH OF THESE BEST DESCRIBES WHAT YOUR COMPANY DOES?*
- We solve a valuable customer need, and we do it better than anyone else.
- We build a truly differentiated product with a great value proposition.
- We shake things up; our goal is to change the world.
2. THINK ABOUT THE ACHIEVEMENTS YOUR COMPANY VALUES. WHICH OF THESE THREE IMPORTANT ACHIEVEMENTS DO YOU PERCEIVE YOUR COMPANY VALUES THE MOST?*
- The quality and value of our relationships with customers.
- Growth in revenue, sales, and adoption of our product.
- Sparking a movement that changes people's minds or behavior.

3. WHICH OF THESE THREE STYLES OF INNOVATION DO YOU BELIEVE OCCURS MOST NATURALLY AT YOUR COMPANY?*
- Outside-in: What improves the experiences or better solves the need of a customer or group of customers?
- Inside-out: How can we do something better, faster, cheaper?
- Outside-in: What lies beyond the horizon? What bold idea is next?
4. WHICH OF THESE BEST DESCRIBES YOUR TYPICAL PRICING STRATEGY?*
- Based on usage or service.
- Value or cost-plus.
- Freemium or aspirational.

5. YOU'VE JUST BEEN GIVEN A DOLLAR TO SPEND ON MARKETING. ON WHICH OF THE FOLLOWING THREE PROJECTS WOULD YOUR COMPANY MOST LIKELY SPEND THAT DOLLAR?*
- Insight into customer needs and desires.
- R&D on a truly amazing new product design or feature concept.
- Awareness of a thought leadership concept.
6. WHICH OF THESE THREE TYPES OF PEOPLE WOULD NATURALLY FIT IN BEST WITH YOUR COMPANY CULTURE TODAY?*
- Empathetic servant-leaders who intimately know and understand the customer point of view.
- Brilliant developers, engineers, and leaders who get things done.
- Big thinkers who make a “lifestyle choice” by joining our company.

7. WHICH OF THESE BEST DESCRIBES WHERE PRODUCT MARKETING RESIDES WITHIN YOUR ORGANIZATION TODAY? (IF YOU DON'T HAVE A FORMAL PRODUCT MARKETING ORGANIZATION, CHECK THE OPTION FOR WHERE IT WOULD MOST LIKELY RESIDE IF IT DID EXIST.)*
- Reporting to our CMO—aligned with sales, marketing, operations, and product management.
- Reporting to our CTO—aligned with product management, IT, and R&D.
- In the C-Suite, reporting to our CEO.
8. FOR WHICH OF THE FOLLOWING THINGS IS YOUR COMPANY'S CEO MOST LIKELY TO BE LAUDED IN THE MARKETPLACE?*
- Reputation building—for service, relationships, communications, and/or customer experience.
- Product evolution—for business performance, technical skills, patents, and IP and/or sales achievements.
- Vision—for gregariousness, personality, inventiveness, pioneering, and/or giant thinking.

9. WHICH OF THE FOLLOWING THREE PROJECT PROPOSALS WOULD MOST LIKELY BE FUNDED BY YOUR EXECUTIVE TEAM AT ITS NEXT MEETING?*
- An end-to-end target customer experience assessment and redesign canvassing all touchpoints.
- An R&D project to develop a near- to mid-term solution to a present or emerging technical problem.
- A feasibility study on an exciting but theoretical concept.
10. HOW WOULD YOUR COMPANY'S LEADERSHIP TEAM MOST LIKELY CONFIRM THAT A VALUE PROPOSITION FOR YOUR COMPANY IS “CORRECT”?*
- We tested it at our latest round of customer advisory groups and they loved it.
- Sales are up and brand reputation is high. The metrics show it’s working.
- We simply “feel” it; customers don’t know what they want until we invent it.

11. WHICH OF THE FOLLOWING THREE STATEMENTS BEST DESCRIBES HOW YOUR COMPANY DEFINES THE WORD “BRAND”?*
- The sum of all the experiences a customer has with our company across every touchpoint.
- The look and feel of our company—our logo, product names, taglines, product packaging, design style, tone of voice, etc.
- The way our spirit is embodied—a challenge to the world to think differently.
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