V alues and vision are clear, truthful, and motivating
A ssets, both tangible and intangible are identified and leveraged
L ens of market focuses the company on customer frustrations, competitor strategies and referral trends
C reative message is simple and distinctive in word, visuals, media
O utreach activities (sales, ads, internet, PR, etc.) provoke a desired customer response
R elationships are engaged at every point of customer contact
T racking change promotes progress to goal