The Simple Brand Test.

Want to know if your company really has a brand?  Here’s a simple test.  Take one of your marketing messages — it could be a TV spot, a magazine ad, a banner ad, a radio spot, a billboard — whatever.  Remove your company’s name and replace it with your competitor’s.  If it still works, you have no brand at all.  If it doesn’t — if it only works when your name is on it — you probably have a distinctive brand.  Now here’s the fun part.  Use this as a test before you send a marketing message out into the world.  If it passes, turn it loose.  If it doesn’t, kill it and start over.