Reverend Theodore Hesburgh, President of Notre Dame University said it best:

One cannot blow an uncertain trumpet.”                                 

In's & Out's Brand ARC process gets its name from the three aspects that make a brand truly distinguishable: Authenticity, Relevance, and Consistency. Too often a company’s sales messages and marketing convey one thing, but aren’t perceived by the intended audience as authentic or consistent with their experiences. In some cases, companies and organizations stress aspects of their offerings they think or wish were the most relevant only to find their customers hold other things to be more significant. At times, even the most esteemed brands can deliver an inconsistent experience.  Brand ARC is designed to identify what customer experiences are most valued and which touch points have the most impact on those experiences.