Brands only exist in people's minds. What began as a seal of quality now encompasses a broad range of meaning beyond the function or benefit of a product. The modern definition describes brands as a network of value-laden associations. Some brands have a wide set of values associations, some narrow. When we develop a brand strategy, we identify the values that the brand will come to represent. These values are usually to be found in the visionaries of the company and are the true drivers of its success. Our challenge is to identify the long-term future for the brand, while providing a set of behaviors and objectives that can be accomplished over the near-term.