15. «Brand Vision is not
about simply winning in
business, it’s about
changing the
world. It is the essential
dream that inspires
people inside the
company to keep striving
even when the financial
rewards are taken away ,
the product’s a failure ;
and the culture goes to
pot. Brand Vision
survives even the loss of
a beloved founder»
Carol Holding
15 http://www.holding.com/articles/articles2.html
23. Worksheet 4
Define your Target
Market
«No Brands should try
to sell to everyone in the
world
No brands can be all things
to all people»
Dave Dunn
You can have more than
one target market
23
69. How will you make your company stand out?
How will you create buzz and word of mouth?
How will you build your fan base?
Cutting edge Create Impact
Different
Unique
Be weird Avant Guard
Innovative
69