Brand Audits: Why we should ask ‘why?'

When it comes to branding, the real money lies in tackling an often-neglected question: ‘Why?

Understanding the ‘whys’ is essential if want to listen to your brand and really hear what it is telling you.

Why are people buying your brand and not the other? Why is this brand cooler than the other?  Why are people willing to share and tell others about everyone else’s brand but yours? Why is it that some brands get better quality applicants than yours?

And then we have the the mother of all ‘whys’ – why are people willing to pay three times more for your competitor’s brand when you know your product quality is so much better?