When it comes to brand strategies, we always start with the possible. (We’ll move on to the impossible soon enough!) To start the ball rolling, we need to answer these three questions very honestly:

       +   What do you really have to say?

       +   Why should your audience care?

       +   What do you realistically have to do to move people in the right direction?

It’s really that simple. And that difficult. But do it right, you’ll create customers for life.