The core values comprehend the 3 most important attributes. More attributes would diffuse the identity, less would make it too exchangeable. The attributes as itself should not be universal, like you could "innovative" to almost every company (but you could not describe Wal-Mart as exclusive, for example), to create a clear Identity profile.
The core values of my new phone are:
- exclusive (high class, good materials, elegant)
- endurance (new battery technology)
- reliability (always there when you need it)
As an animal, the phone could be a panther.
The target group would be male in the age of the 30s and 40s with an intermediate or high income.
