A brand ideal is the ultimate purpose of your organization that goes beyond the goods and services you sell and speaks to how your brand improves people’s lives. To us, it’s a sensory experience that appeals to emotion and sparks creativity and the pursuit of happiness. Apple, Disney, Louis Vuitton, and Kleenex epitomize it. Phil Knight said Nike is a marketing company that happens to sell shoes (if we got this wrong, Phil, apologies!). When a brand ideal becomes part of your marketing voice, the shared values create a bond and exchange with your audience. Your owned and earned media take on a life of their own with marketing chills, and flywheel momentum abound.