Good advice from Al Ries in AdAge: "What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble. Powerful, long-lasting brands are built by owning a word in the mind. What’s a Volvo? A safe car."
It's hard. Companies, like well-meaning people, want to please everyone: "A few years ago the CEO of Wal-Mart’s ad agency was asked, 'What would you say is Wal-Mart’s USP?'...Without hesitation, he replied: 'Value, loyalty and quality.'" But you can't have all three because you have to focus. To own a word, you have to make a decision. You have to know who you are and who the customer is.
To own a word, you have to buy a clue.