WHY YOU SHOULD HAVE A BRAND VISION

Humans are perfectly designed to pursue goals. Our eyes orientate themselves towards things we want. We want to see them and if we can't see them physically, we manifest them in our minds. Our ability to visualise the future is a fundamental part of human development. It is our ability to bargain with the future - to forego the short-term temptations of today to obtain long-term benefits in the future - that mostly separates us from animals. So why should the process be any different when building a brand.