What do we want our brand to stand for?

Wayne Rooney put Manchester United ahead against Bayern Munich after 62 seconds.

Manchester United and England fans love Wayne Rooney for what he does.

We, marketers, continuously try to define the brand we want very closely, and we use a combination of research and intuitive judgements to reach our definition. Basically we are all trying to answer the question: what do we want our brand to stand for?

Apple is not about making computers and iphones but liberating human creativity. Disney is not about making cartoons, but about creating magic for kids of all ages. The Apple brand is young and challenging; the Disney brand is an ageless child.

Back to Rooney...people use many different words to describe Rooney's key attributes: commitment, determination, hardworking, relentless. And they used phrases to match: "The English bulldog gives 110%." Rooney may not have the natural flair or charisma of Eric Cantona or Lionel Messi, or the electrifying skill and pace of Cristiano Ronaldo, but his dedication has been his biggest asset