As a brand developer I now realize the most important language to speak with a savvy executive is “line.” All else is trumped by line unless it has some positive impact on it. And if your making a correlation to it you better have creditable evidence to back it up.
Four solid questions to start a great conversation with a bottom-line focused prospect.
1. What position is your line moving?
2. What amount of market share do you own?
3. How many people in that market are aware or you?
4. What is their perception of you?
This is a great starting point to quickly evaluate where a brand is. Only then can you plan line growth.