Get your team together over lunch (buy it for them – it’s a good morale booster) and give them the following fun and intriguing exercise. Ask them what products, services and brands stand out in their minds. Then when you’ve compiled the list, ask them what it is about those brands that make them standouts. Finally, ask the team whether your brand is a standout – and what you can do to get it on their list. Painful? Probably. Beneficial? Absolutely!