A simple way, without the brand finance people, to get a read on the value of your brand.
This question fired me up like no other question!! It’s a question that forces you to be honest and see things for what they really are.
It’s the reason why some businesses sell products and others sell brands. It the reason why a brand has a significant assigned dollar value on the balance sheet.
This question is not limited to your customers, but one we should be asking all our stakeholders: staff, suppliers, investors, partners, board, etc.
Once we get a read on this, the next question is, why do they care? And is this answer aligned with where you want to take your brand?