Many companies that are building brands are really searching for a position in the market place. Without a position it’s hard to understand what is truly believable by your clients. Just because you have a tag line doesn’t mean you have a position in the market place.
You really have to get the employees and all interactions with the client to provide the experience of what your tag line states. I read a lot of ad reviews and have seen big companies win major advertising accolades when what I see is a big budget campaign with simple statements. They are buying their position not really living it. At some point a competitor will either really start living their position or they will out buy them.
If your employees don’t “just do it” or “Customer Satisfaction” isn’t really important, the market will put you in your place. It’s better to live the position that buy it.