What is a Brand Ambition?
The goal of the Brand Ambition template is two fold: to clarify what the brand’s goals are, what they need to do in order to achieve these goals and how they are going to achieve them.
Brand team benefit
A bold commitment to and a sense of purpose about a core idea (proposition) of piercing simplicity, which is firmly rooted in a unique understanding of the target audience world (insight)
Target audience benefit
A simple idea that meets a real need (expressed or unexpressed) in tangible ways. Brands need a Brand Ambition as a result of overall market change, specific brand issues or the identification of new opportunities.
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