Brand strategy fail

Most non-iconic brands have strategy documents that look something like this. 

My guess is that defining brand values is more of an exercise in wishful thinking than anything. Sort of like defining how the perfect man/woman should be like. Doesn't hurt to throw in a couple of extra keywords does it? 

Cases where brands take core values seriously - i.e. executing communication strategies upon these, are rare. 

Comments

[Jacob Kuylenstierna]

And usually the brandvalues + a wishful brand platform work very bad as a steering document for the marketing director. Why? Because there are millions of different ways to interpretate it I think.

Bästa hälsningar,
Jacob. f.d. Berghsstudent ('08) på diplomutbildningen 'Marknadskommunikation'.

[Leon]

Thanks for your comments. Maybe it's a good idea to invite the brand consulting community to this kind of discussion?