essence - "The inherent, defining nature of a thing"
message: Brand to Promise – Are you keeping or fulfilling the promise you make to customers in your marketing message to create a memorable experience and sales?
product: Production to Service – Are you making the right products or providing the services the customer wants, needs, or expects, to create a memorable experience and sales?
people: Staff to Customers – Is your staff immersed in your vision and engaging with the right customers to create a long term adoption of your products and brand to create a great experience and sales?
place: Environment to Experience – Have you created a physical manifestation of your brand that the customer engages with, adopts and shares loyally as a personal, memorable brand experience to create sales?
roi: Are you getting a Return On Investment or Innovation?