Before you start building your marketing plan for 2013, be sure you know whether your company's identity is more like Procter & Gamble or if it's more like Rubbermaid. You might have mentioned P&G and how their products have developed unique brand identities, but your current approach could be more Rubbermaid — sturdy, durable, and the right solution for my storage problem. Think of it this way: if Apple equals Innovation and Disney is Magic, what is your brand? Is it unique products, each with its own identity? Or is it one name and, succinctly stated, what that encompasses? Just like the guy in City Slickers, you’ve got to decide on that “one thing,” and that is the voice of your brand and the focus of your strategy across every network, and in every channel.