Our Big Brand Vision? Going welI, I think!

Our brand still represented our current self but not our future vision. Our position had become more and more focused, but we weren’t conveying this evolution externally.

Your brand relies on multiple elements to add layer after layer of resonance.

And a strong brand has to be rooted in something accessible. Something consumers can relate to either by association or by aspiration. Something that makes them feel that by supporting the brand, they are part of a community or tribe of like-minded consumers and fans. This is as true for toothpaste as it is for a cookie or, in this book’s case, a l