Build it and they will come

When building a brand (i.e. an idea,  a project, a business, etc) there are a handful of things that you will seriously want to take into consideration - if you plan on impacting the market.

1.  Is what you are pushing/trying to build radically different?

2.  Does your idea incorporate trends that are currently happening or on the verge of impacting the marketplace?

3.  What you are striving to bring to market is it something that people need, want or desire?

4.  Is what you are creating/building, scalable?

In addition to these questions you have to be envisioning  something different in your mind that is currently not in the market.  Bring something to bear that others don't see, haven't seen or have yet been successful in trying to make "it" happen.

An idea such as this is the Masdar Initiative in  Abu Dhabi of the United Arab Emirates - the worlds first 100% carbon and waste free community.  An idea of ambition, creativity and innovation unparalleled anywhere on the planet.