Brif 1/6 Brands with fake IDs

Some interesting ideas to explore from these articles.


.brandstoke.com/2011/10/19/brands-with-fake-ids/

http://www.brandstoke.com/2010/05/26/for-brand-authenticity-look-inside/

What does your brand stand for? To find out:
Look to the founder. Perhaps you will get lucky and find a Tom and Kate Chappell who started the brand based on a belief.
Examine your brand’s vision and mission statements.
What need does the brand address?
What problem does it solve? What is its lofty goal? Are these ideals the brand can stand for? (Unfortunately, most vision and mission statements are lengthy, poorly worded, and probably of little help.)
Ask yourself. What principles of doing business have never changed? Ask your employees. What do they get excited about? What values do they share? What customer problem would they like to fix? Ask your customers. What issues matter to them?