1. Survey your founding team to find out who you are, not who you want to be.
2. Don’t copy the brands you love — use them to position your company more precisely.
3. Put your branding “don’ts” upstream of your other priorities.

1. What personality traits do we all share?
2. What words describe how we interact with each other?
3. What beliefs are keeping us here, working on this idea?

2. Don't copy

1. In the first, put the name of a brand you admire. 
2. In the second, write the adjectives that you want to borrow from them. 
3. In the third, place the attributes you don’t want to embody.

• Create crazy creative products (e.g. Three Course Dinner Chewing Gum, Everlasting Gobstoppers, Lickable Wallpaper for Nurseries, Hot Ice Cream on Cold Days)
• Make products that can help the world (can you imagine how the Three Course Dinner Chewing Gum would cure world hunger???)
• Scarcity and exclusivity are the Golden Tickets to marketing (the Golden Tickets were probably the best marketing stunt in history)

• Every business should have an equivalent of an Inventing Room - a special Department or CEO of Creativity to specifically encourage innovation.
• Embrace innovative technology and inventions (Wonka's Great Glass Elevator can go "up and down, sideways, slantways, and any other way you can think of")
• Create a sweet experience (think Chocolate River, Chocolate Waterfall, Candy Trees and Mint Sugar Grass)