After reading the companion article (Three Questions You Need to Ask About Your Brand); provide business executive-level briefing notes regarding the significance of this marketing management information; special attention could be focused on pages 85 and 86 of the article.

Keep in mind that there are several briefing note templates available online; consider doing external research to find one that is comfortable. While I do not advocate for any briefing note template, it is reasonable to suggest that each (in its own way) is based on the following format:

1.A summary of the major points of interest or concepts of value to the firm/brand.

2.The benefits or value to the firm/brand of understanding each point of interest or concept.

3.A specific actionable recommendation or conclusion/take away.