CHAPTER 8Know
Understanding Where and How Your Brand—and Your Competitors—Are Talked About and Recommended
Let’s say you have a dog named Franklin. He’s a wonderful black Labrador retriever—a genuinely loved member of your family. One day, while you are giving Franklin a belly rub, you notice some lumps underneath his skin. You take him to your vet and learn that Franklin’s got cancer—canine mast cell tumors. It’s curable, thank goodness, but you need to see a specialist.
You get your vet’s opinion, of course. But you also check around online. What’s going to sway you that one canine oncologist is better than the others?
This is the type of question that came up when we were doing some work with one of the leading chains of animal hospitals. ...
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