By Gordon Beattie

What are the big drivers for your company?

For Amazon they are low prices, fast delivery and vast selection.

For Beattie they are integrated communications, simply delivered by industry specialists from an office near you.

The big drivers for your brand should be as obvious to you as the nose on your face.

They are the three or four factors that differentiate you from your rivals.

It’s your job as a leader to decide what they are and ensure everyone in the company lives by them.