Company visions can have functional and emotional appeal. Furthermore they should be context specific, e.g. catering to the characteristics of a specific industry.
Walt Disney evolved the one time animated movie visit into a full multi-year themed and nostalgic experience including memorabilia and amusement parks.
Nike designed its advertisements in a way that their shoes became de embodiment of the athlete spirit 'Just Do It' featuring celebrities such as Michael Jordan.
In 1997 Steve Jobs started an advertising campaign in dedication of those who 'think different', thereby branding Apple computers as a contrarian, rebel brand.
Inspired by his visit to Italy, Howard Schultz transformed the coffee house concept into a multi-sensory third place experience celebrating coffee culture.
Silicon Valley is the brand name of a region in Northern California, USA, where many IT companies work together to build innovative products and services.
