12.4. The "I" Has It
You may have realized by now that your company is stalled simply because you've drifted from the historical distinctiveness of your brand. If that's the case, your task is to prune away the distractions and get your brand back to being what it was and still could be.
In other cases, you may wonder how viable your historical brand positioning is for the future. You may suspect that you need to take an entirely fresh look at your core competencies to determine how best they can create specialty trust. The good news is there's a straightforward way to go about making those decisions. The analysis may be complex, but the approach isn't. In fact, it's a lot like dating.
(To my women readers: Please forgive me, but for this metaphor ...
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