We need to take the consumer pulse, without forgetting that we must have the leadership to make markets, to drive them, as opposed to listening and just following. That doesn't mean always looking for the big invention, because inventors don't always get the credit, or profit, they deserve. We have to get into people's consideration frame. A strong brand should evolve, but it should do so with consistency, which requires discipline. A strong brand stays relevant to consumers' needs, wants, desires, and, hopefully, dreams.
Strong brands have ambitions, but also great aspirations, which goes into values.
Our aspiration is to make life better for people. By saying 'Let's' we acknowledge the role of consumers, customers and vendors in achieving this. 'Let's' underlines the attitude and belief of the entire company and its brand. One of the top two or three brands people will consider buying. You can envision somebody moving from a BMW to a Mercedes, but they're still in the same consideration frame. We want a 10 percent market share and to be one of the top three brands, hopefully top two, in every market in which we are present.