‘Today, competitive advantages weigh no more than the dreams of a butterfly.’

Jonas Ridderstrale and Kjell Nordstrom25

The beauty of the brand dream model is that it is endlessly versatile. Once you have applied the process to your own organisation, you can use it to refocus your strategy, identify promising brand extensions, strengthen staff engagement, spin off new ventures, or reinvigorate product development and innovation. Not least, you can use it to guide your marketing and promotional activity. But it does not stop there.

After you have constructed the model for your own organisation and have a good grasp of how it works, the model can be turned into a powerful tool for analysing and understanding your competitors' strengths, weaknesses and their positioning in the marketplace. Once you understand the underlying principles of the brand dream model and process, you can apply them to deconstruct other organisations' brands and see them as you have never seen them before.

Nor is it only the secrets of businesses that can be unlocked using the brand dream process. Schools, political parties, public sector bodies, charities or broadcasters are all brands in the broadest sense used in this book that are built on values, driving passions and dreams. They can all be deconstructed and viewed through the brand dream lens.

By applying information in the public domain, and what you ...

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