Without a unifying idea, you’re punching your one-way ticket to brand oblivion.

We are all faced with a deluge of information that seems to grow every day at an ever-increasing pace. It makes it a challenge to know what to hold on to and what to let go of. It feels like our heads are right at maximum capacity.

With this onslaught of information and the feeling that our cognitive abilities are being stretched thin, we have put up our defenses. We now make decisions quicker than ever before on what deserves our attention and what we disregard. That may explain why some studies have reported that our attention span has dropped by about a third since the explosion of information that came with the digital revolution.

Needless to say, this creates a challenge for brands. We have to be focused, clear, and compelling if we hope to have a fighting chance. Those we hope to engage need to understand immediately what we’re about. More importantly, they absolutely must understand why it is important to them — or, why they should care.

So why do so many brands seem to miss this?

GET A FREE CHAPTER OF THE BOOK — BIG AUDACIOUS MEANING

In the weeds

Organizations spend a lot of time and effort defining who they are and what they’re about. They develop a vision. They craft…