On my drive home yesterday, the radio started playing U2. I knew the song in two notes.
Today I inadvertently changed the settings in my email client, and couldn’t identify senders until I opened each email – except for one. My friend writes distinctive subject lines, so I knew his instantly.
U2 and my friend have something in common: brand DNA.
Do you? What about your company? It’s not easy to obtain, but I think it’s worth the effort.