Place an “X” at the appropriate location on the continuum of what this key public thinks of your organization’s product(s) or service(s):

Contemporary __ __ __ __ __ Traditional Fun __ __ __ __ __ Tedious High-Tech __ __ __ __ __ Low-Tech Ordinary __ __ __ __ __ Distinguished Expensive __ __ __ __ __ Inexpensive Idealistic __ __ __ __ __ Practical Modest __ __ __ __ __ Pretentious Scarce __ __ __ __ __ Abundant Worthless __ __ __ __ __ Beneficial Efficient __ __ __ __ __ Inefficient Ordinary __ __ __ __ __ Innovative Essential __ __ __ __ __ Luxury Risky __ __ __ __ __ Safe High-Quality __ __ __ __ __ Low-Quality