How to avoid ‘multiple corporate personality disorder’


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On the face of it, finding the perfect words to articulate a distinctive, memorable brand proposition sounds easy.

But making it distinctive, authentic and compelling is hard.

A clear proposition is a lighthouse that your brand can be measured against, a rule of thumb to guide you and tell your audience who you are.

This document examines how to create a brand proposition that emphasises the qualities that make you unique and, crucially, differentiate you from everyone else.