Solution /
Here’s a test: take your tagline or positioning statement and put it up next to your competitors’ without attribution. Show it to your salesforce and see if they can tell the difference. If they can’t, there’s a problem. I did the same with Atempo, and it was like the room suddenly lit up. Like a thousand flashbulbs went off at once. I’d never seen so many people (salespeople, admins, the lot) understand so quickly the importance of distinctive branding. After that, it was like everyone in the company—from the CEO on down—wanted to have a hand in getting things right.
Vive la France!