Are you radical? Are you relevant?
A great brand does two things well. It is both radical and relevant.
Outlaws & Outcasts
Rebels without a cause, on the bleeding edge of trends or technology. Ahead of their time, they have the potential to be highly successful—if they can meet their audience where they are.
Radically Relevant
The Holy Grail of brands. Their offering, message, look and feel are not only highly differentiated but also compelling and relevant to audiences—standing the test of time.
Dated & Dying
Often former leaders whose industries have been disrupted and offerings rendered irrelevant. They seem outdated and unaware of it, making no significant efforts to change.
Copycat
Value-based brands driven by trends and price pressure. Their offerings are relevant but not unique, making them easily replaceable by the next company who can do it faster and cheaper.
The Super Six
Six key elements must come together to make a brand radically relevant.
Radical
Clarity
The ability to be clearly and easily understood.
Distinction
The ability to dramatically stand out from your direct competitors.
Control
The ability to produce consistent communications and experiences.
Relevant
Attraction
The ability to draw in new, ideal audiences.
Devotion
The ability to consistently deliver on your promises.
Alignment
The ability for everyone in your organization to be in sync on your brand story and values.
How well is your brand performing in these areas? Let’s find out.