10 gaps will almost certainly be identified In my previous blog, I discussed the branding tool – ‘5 always and 5 never’, in which staff members are asked to identify the five behaviours they must always exhibit and the five behaviours they must never exhibit if an organisation’s brand is to be brought to life […]

10 gaps will almost certainly be identified In my previous blog, I discussed the branding tool – ‘5 always and 5 never’, in which staff members are asked to identify the five behaviours they must always exhibit and the five behaviours they must never exhibit if an organisation’s brand is to be brought to life consistently. We also discussed the requirements in terms of the product and the customer experience if the brand is to be brought to life. All of these requirements must be identified if the brand is to live and realise its potential.During the ‘5 always and 5 never’ exercise, staff members will identify ten requirements. There is the potential for all ten of those requirements to be currently unmet. That is, there may be a shortfall or discrepancy between the optimal behaviour and the actual behaviour. This shortfall, I call – ‘the gap’ – the gap…