3. Deepen our understanding of our unique value and what differentiates us in the marketplace. 4. Reinforce our core values. 5. Help us to act in alignment and make value-based decisions. 6. Encourage us to respond to customers instead of react to the marketplace. 7. Attract customers who want to support businesses that reflect or represent their valu

“These are the twelve cultural meanings at issue here, and this is where the world is—this is what the world wants. This is how we’ve crafted the brand out of these twelve meanings. This is how we’ve combined them, and this is how we’ll manage them over the next six or twelve months.”