Seeking someone to tell you what you want hear? Don't waste your money.  If you sense  something is not right with your brand. that it's losing ground,  is missing important opportunities or  doesn't seem to have the same freshness and relevance, it's time to seriously and objectively assess your brand's identity.    A truly Independent professional assessment can be an essential tool in helping management validate its current practices or confirm the need for brand  identity modification or reinvention. Regardless of past performance, the process begins without preconceived assumptions.  Since each brand has its own character and context, the assessment must be tailored to its specific needs, but is likely to include brand: Definition Direction  Performance Communications Perceptions Net Readiness   The objective is to help clients better understand where the brand has been, where it is today and what might be required to support its continued performance or revitalization in the future.