Where are you going?
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.
Posted by Craig Johnson on May 19, 2010

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"That certainly has been critical in developing our brand... And the same couldn't be more true for building a financial plan and portfolio. Nicely adapted."
- Ross