Brand Enigma : Decoding the Secrets of your Brand

‘He who is not courageous enough to take risks will accomplish nothing in life.’

Muhammad Ali

Creating the brand dream process and model is one thing. But how does it play out in practice for those who have applied it to their organisation's brands? This chapter looks at the experience of a number of people who have made the journey as brand dream sponsors. It looks at what they wanted to achieve, and their reflections on the experience of the whole programme, both for them personally and their teams. It also gives an account of the outcome of their projects.

They provide the ultimate test of the brand dream process. How far will it help these different organisations to refresh their understanding of their brands? Does the experiential approach work in public as well as commercial organisations? What about the ability of the process to embed an understanding of the brand across the team? Or to come up with genuine insights that set the enterprise on a new growth track?

Over the years the brand dream process has been applied to a wide range of organisations, including various types of consumer and industrial businesses, a school and a government department. What unites all these different kinds of organisations is a need to gain a better understanding of what was different and special about their operations and how insights into the spirit of their brand could help them to improve ...