I, too, have a dream

Nothing inspires and mobilizes us like a great vision, artfully told. It’s human nature, we’re more easily persuaded through emotionally charged ideas than with dry facts. Yet, despite of this being a well known convention, many brands fail at clearly articulating and expressing their vision of why they bring value to the world, and why we should buy them/follow them/use them/share them.

Jim Stengel argues that brands that have a purpose  and manage to bring it to life in a powerful way will always outperform brands that don’t. Brands that have “ideals”, connect better with consumers, are more easily differentiated vs. others and ultimately drive higher purchase intent.

brand-ideals-path-model

Copyright 2016 The Jim Stengel Company, LLC.  

It makes sense. The challenging part is, of course, in crafting a great ideal, and even more challenging, consistently delivering on it. But every journey starts with one step. Eben Pagan said it best: “Clear Visions Create Causes” .

There, go forth and dream.

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