Some limitations with the framework as it stood

Despite all the positives, as the year developed, limitations in the existing
definition of the framework became apparent:
It didn’t easily lend itself to capturing and portraying emotional depth and
insight – no people as ‘heroes’
It was somewhat one-dimensional (the visual aspects being the most
consistently applied) and restrictive
The highest ‘Be More’ level of the brand strategy was neither developed
or executed
Overall there was generally agreed to be sub-optimal linkage to our brand
strategy