Three Steps to Making Branding Message

BMW is the "ultimate driving machine." Apple customers "think
different." Nike's message -- "Just do it" -- is ubiquitous with the brand. You only have one value proposition and you want it to stick in your customers'
minds.



In my column "The Secret to a Strong Branding Message? Focus,"
I discuss the need to be one thing in the minds of your customers. But
how do you determine what that