questionnaire

who in your company has taste?

when did "on brand" become a reason to kill ideas?

is your positioning describing who you are — or who you were five years ago?

is your brand a decision or a compromise?

how many people approved your last bold idea? was it still bold after?

would your brand survive losing the annoying person in the room?

…

is consistency your strategy or your hiding place (hiding in 1990)?

does your structure produce outstanding work — or does it produce alignment?

if a competitor copied your guideline word for word, what would they still be missing?

are you positioning against the market or against your own fear?

is your brand managed or is it led?

do you hire people who would question everything?

what would your brand say if it was drunk?

turn and face the strange. when did your company last do that?

what do you like about [insert big legacy brand here]?

what would you save in a fire?

emotion or repetition?