We took a design brief for a new website the other day and when asked how to summarise the "brand" of their firm in their local area and this is what they said :-
"We're more Waitrose than Tesco!"
I don't know in your mind what that statement conjours up in your mind about the difference between those two brands. However in my mind I can draw a very clear distinction between one and the other.
My point is this. Can you describe your brand in such a succinct way?
