Gather your troops and complete this exercise:
"Marketing is about values. We have to be very clear on what we want our customers to know about us. They want to know who is ______________(fill in your company name) is and what do we stand for. What we're about is not making ____________ (fill in the literal description of your product), although we do that very well. __________ (your company name, again) is about more than that. What (we're) about, (our) core value is that we believe that ________________ (fill in with your core value). That's what we believe."
The italics are mine, but the words belong to Steve Jobs (AAPL) who spoke them some years back at the MacWorld that launched the semi-famous "Think Different" campaign. It is universal in its ability to boil down what you have to do to awaken your own marketing gene. Do this exercise and you're well on your way down the right path. Do it.
