Do you ever play word association games with your employees or even among friends?
For example, if I say bookseller would you answer Amazon or some other company?
What about coffee? You might say Starbucks but I bet not as many people would give that answer as would have a few years ago.
Does shipping elicit the response of UPS or FedEx? How many of you thought of the US post service first?
What word jumps out when I say airlines? Was it the name of an airline or a four-letter word that flashed first? I bet a lot of you cringed.
What word jumps out when people talk about your business or industry? Is it your company?
Even more importantly, what word leaps into someone's mind if we say the name of your company?
I hope it isn't one of the four-letter ones.