WHY Roses?

A rose by any other name might smell as sweet, but you would not be able to sell it for the same price. Why? Centuries of art, literature and smiles from wives receiving the "flower of love" have built equity into the name "rose". It is just a flower like all of the rest of them in terms of composition, but the rose has an elevated spot in our minds, much like many brands.

Don't let anyone tell you brands and brand names are not important. The brand name and feel is the personality of your buying proposition and to consumers, it is the reason WHY they prefer your companies goods and services over similar ones from your competitors. Discovering WHY people are attracted to your brand, and using that feedback to shape future product and marketing messages will keep your profit margins up and your customers loyal. Discovering lapses in your brand promise is also important. If you can quantitatively discern that you have a failure, it is imperative to identify and repair that issue before you lose credibility on a long term basis.

Discovering the good and bad of WHY people choose or reject your brand or offer is critical step in shaping a profitable marketing plan. We call that a WHY audit and when you combine it with the other six audits (questions) it will deliver one big idea that drives profit to your bottom line.