A credible idea makes people believe and emotional idea makes people care. Ideas have impact on how we think; emotions have impact on how we act. Designing point of view centers around a clear vision that intersects with inspiration, emotions, and unwavering optimism. Inspirational stories and context are the ingredients for our point of view. . If we want our future to be better than our past, brands need to stand for something important. Standing for something important gives us the clarity needed to fulfill our collective ambition to deliver what's next. Absent a point of view, a brand is simply doing stuff in a sea of other people doing similar stuff. What we deliver is bigger than market positioning and differentiation. It's about defining a sense of purpose and instilling an attitude of progressive enhancement. Designing point of view .