What is a Brand Ideal?

IDEAL (i-de’al), n. 1. The key to unlock the code for twentyfirst century business success. 2. The only sustainable way to recruit, unite, and motivate all the people a business touches, from employees to customers. 3. The most powerful lever a business leader can use to achieve competitive advantage. 4. A business’s essential reason for being, the higher-order benefit it brings to the world. 5. The factor connecting the core beliefs of the people inside a business with the fundamental human values of the people they serve. 6. Not social responsibility or altruism, but a program for profit and growth based on improving people’s lives.