13.2. Three-Dimensional Consistency
When it comes to the "X" part of the marketing equation, consistency is vital in three areas. First, you must execute your positioning consistently across the entire organization. Second, you must execute your strategy consistently over time. And third, you must invest consistently in keeping your brand distinctive.
To begin with, your team must remember the "I" axiom—it doesn't matter what we think, all that matters is what they think—and view their respective functions through the eyes of your target prospects, aligning the company's value equation with their needs and wants. Your product, packaging, service, décor, shipping, return policy, financing terms, staffing, inventory management, quality control, ...
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