Extra Relevance Meal

The key to understanding the value of your brand comes down to one simple question:

Who owns your brand?

If you're smart, you know the answer is that your customers own your brand - not you. The key to ensuring long-term success and/or revitalization is not focusing on building the visibility of your brand, it's a question of relevance.

Every organization has to focus on maintaining or building the relevance of their brand.

In an Associated Press Article yesterday, McDonald's CEO Jim Skinner had this to say after posting a 6.2% rise in same-store sales:

"We continue to drive sustainable monthly comparable sales growth by enhancing our consumer relevance."

They own it, not you. Find them, stay close to them, give them what they want.

Soon enough, they'll be saying "I'm lovin' it!"