You “turn the telescope” to look inside a company or organization to discover their Evidence of Distinction. A brand is all about differentiation – why someone should choose a brand over another.
To uncover this distinction and supporting evidence, you bring together your key people, usually 8 to 10 leaders of different areas of their operation. The typical session lasts most of the day to bring forward facts and intelligence about the company or organization, perceptions, opinions and ideas. Then we distill this information into 3 to 5 Unique Value Propositions that become core differentiation – their Evidence of Distinction.