ABSTRACT
Teams ultimately involved in executing the Platform are much larger and probably were not involved or only peripherally involved. They need clear, concise tools and temples to guide their work. The tools help keep the organization from drifting from the core truths or reinventing them. It should also be noted that there is usually a person or two who was involved in brand creation who brings continuity to the branding process. The Brand Vision template needs to identify the singular insight that underpins the positioning. The global flat chips insight: simple pleasures connect all of people and potato chips are one of life's simple pleasures. The brand persona is designed to bring the brand alive as if they are a person. The Brand Purpose should also be created in a work session with the cross-functional marketing team involved in the branding process. Companies have learned that their most valuable brands have a purpose well beyond making a profit contribution.
