Got Purpose?

Without a solid brand positioning statement followed by a brand-enhancing product fit chart, products actually can start to work against your brand. Perhaps more importantly, they can create a great deal of customer confusion.

Go through your offer in your catalog, store and Web site, and mark which products enhance your brand and which ones detract from your brand. Then do the same with your top three closest competitors. Do you blame customers for being apathetic when so many companies don't take the time to focus and differentiate? Don't lose customers because you're lazy. Do your homework.