The most powerful brands offer more than a unique, hard-to-copy and relevant value promise embracing both tangible and emotional benefits. They are also about more than the brand’s personality, although I will admit to loving beer brand Dos Equis “most interesting man in the world” personality. The best brands appeal to a shared aspiration that speaks to our deep hopes and dreams. When the organization’s actions authentically reflect this aspiration, you have a magical brand, like John Deere. Yes, the John Deere. The heavy off-highway equipment company serving the construction, farming and other earth-moving markets. Its award-winning communications campaign, You’re On, teaches many brand and business model strategy lessons. Start with Deere’s construction industry homepage, where you’ll see the message “Who says man cannot move a mountain?” as a Deere machine moves earth on a landscape surrounded by mountains. What a welcomed contrast…