... 206–209Humility, 15–19, 176Humor, 53– 54 Identity:distinguishing characteristics of,183–1 84 significance of, 9–11Image protection, 88Imagination, 173–1 74 Imitation brands, 60–61, 149 , 177Informational ... protection, 192–1 94 Brand reconciliation, 88–90Brand relativity:advertising, 142 – 144 alignment, 125–128creativity, 128–132evaluation of, 120–125misfits, 128publicity, 142 – 144 theme song, 140 – 142 truth ... pretending to be some-208 MAY I HAVE YOUR ATTENTION, PLEASE? ccc_hilicki_ch10_196-210.qxd 11/22/ 04 11: 24 AM Page 208one else. It may cause ridicule. It may be awkward. Fitting in can beeasier....