Accurate self-assessment

Brands will always face challenges in the market place, this is purely because the market is forever changing. Consumer preferences evolve over time, competition will always aim for the same market that you are operating in. With this said, it always helps for brands to have an assessment on what is happening within the market in order to respond to the right things.

Too often brands sometimes get distracted, whether it is through going after new markets (in pursuit of growth) or bringing new product lines and innovation to the current market only to find out that those do not align with the needs and aspirations of the market. This is usually a result of having assessed the wrong things.

Going to the doctor with a cold only to be told that you have a sore tooth will probably having frustrating results with your doctor, and your body. When you are in conflict with the assessment it is then often difficult that you will find the right medicine to get you back into action.