Branding Lessons from Alice in Wonderland.

Alice: Would you tell me please which way I ought to go from here?

Cheshire Cat: That depends a good deal on where you want to get to Alice.

Alice: I don't much care where.

Cheshire Cat: Then it doesn't matter which way you go.

It's the same when building a brand.

• Know where you are
• Know where you are headed

Once you do that, making a map is a whole lot easier.

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