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Ok, so this is rotten English, but has it got your attention? We talk a lot about “what” your brand is and “how” it is presented. – but do we always remember the “why”? Brands that focus on the “why” build this into all their plans and activities. They succinctly answer key questions: why are we here? Why do customers buy our brand? Why do our consumers care about our brand? The features and benefits of a brand are then focused around the “why”. Volvo is a great example that springs to mind. Volvo’s “why” is “safety”. Their vision is to not have a single fatality involving a new Volvo by 2020. They follow this through by offering all safety features as “standard” and luxury features as “e