Step 3. Dream

Envi­sioning what might be

• Envision your brand objective — What is the world calling your company to be? Identify the life-giving themes.
• Under­stand your brand in the life of the customer iden­ti­fying the common values, attitude and aspi­ra­tions. Surface the most compelling rationale to believe in your product or service.
• Develop provocative propo­si­tions — Your dreams meet the target audience to create a grounded vision of the desired future.

Step 4 →