May I Have Your Attention, Please phần 3 pps

... are you going? Building brand identities on a foundation of authentic experi- 36 MAY I HAVE YOUR ATTENTION, PLEASE? ccc_hilicki_ch02_ 23- 55.qxd 11/22/04 11:00 AM Page 36 When your brand is brand-new, ... there. In 19 93 I discovered I had cancer. Imagine my life being chiseled away, shaping or misshaping my self-image. Chip, chip, chip. That doesn’t make me special. Eve...

Ngày tải lên: 14/08/2014, 05:20

... going? Building brand identities on a foundation of authentic experi- 36 MAY I HAVE YOUR ATTENTION, PLEASE? ccc_hilicki_ch02_ 23- 55.qxd 11/22/04 11:00 AM Page 36 the rise. They take shortcuts in ... there. In 19 93 I discovered I had cancer. Imagine my life being chiseled away, shaping or misshaping my self-image. Chip, chip, chip. That doesn’t make me special. Everybody...

Ngày tải lên: 09/08/2014, 16:20

... stories have to do with you? Think about them in the context of your work. How is your personal brand infused into your professional work? How is it helping you build your business— or is it hindering ... up to their spouse about a 76 MAY I HAVE YOUR ATTENTION, PLEASE? ccc_hilicki_ch 03_ 56-81.qxd 11/22/04 11:02 AM Page 76 remembering those painful memories that hurt and...

Ngày tải lên: 09/08/2014, 16:20

... about anything that involved the military. It’s quite possible that they re- acted to the United States’ brand with suspicion, fear, or even hatred. 100 MAY I HAVE YOUR ATTENTION, PLEASE? ccc_hilicki_ch04_82-102.qxd ... world is so full of brands that it is brand-saturated. It is like a dripping wet paper towel, soaked and drenched, but still sitting on 96 MAY I HAVE YOUR...

Ngày tải lên: 09/08/2014, 16:20

... clients to their audience. All those days of watching Bewitched have made me appreciate that kind of advertising creativity. I appreciate the ability to come up Brand Relativity 133 ccc_hilicki_ch06_120-145.qxd ... heard? Advertising versus Publicity Advertising is different than publicity and visibility. Publicity exposes your brand with visibility, and advertising promotes your bra...

Ngày tải lên: 09/08/2014, 16:20

... can work with it instead of diverting your attention to some temporary fix. Distinguishing Characteristics One of the biggest differences I advocate in today’s business world is to bring your whole ... because it implies some kind of a cop-out. I am who I am,” she says. I asked her, “Are you getting the results you want in life?” Silence, then “No.” 204 MAY I HAVE YOUR ATTE...

Ngày tải lên: 09/08/2014, 16:20

... May I Have Your Attention, Please? Build a Better Business by Telling Your True Story Chris Hilicki John Wiley & Sons, Inc. ffirs.qxd 11 /30 /04 9:49 PM Page iii Foreword I may still be discovering ... me. It might get me into business and create ix fbetw.qxd 11 /30 /04 9:50 PM Page ix ccc_hilicki_pt1_1-2.qxd 11/22/04 10: 53 AM Page 2 More Praise for May I Have...

Ngày tải lên: 09/08/2014, 16:20

... are wired to make their decisions based on long-ingrained habits or price. My father insists that on his senior citizen income it’s all about price, and no brand is going to win his allegiance ... build any kind of a brand with the power that comes from authenticity. This is the criti- cal component for lasting success in today’s world. 20 MAY I HAVE YOUR ATTENTION, PLEASE? ccc_hi...

Ngày tải lên: 09/08/2014, 16:20

... heard everywhere. Don’t hide your brand. Humility and visibility can coexist. Dalmatian Press snuck up on its competition by quietly building and improving its product line until we appeared in the market ... re- sult from building a great brand. A brand is in many ways a living, breathing thing. It is more than just visual, or rational—it is emotional and behavioral in practice. Evangelist...

Ngày tải lên: 09/08/2014, 16:20

... identifying through visualization—imagining and believing a set of behaviors and actions that get you the results you want. 180 MAY I HAVE YOUR ATTENTION, PLEASE? Brand Building Belief VIII I will ... grandchildren. This is really about improving our company performance by knowing how to connect with people and instituting a feeling of inclusion. 168 MAY I HAVE YOUR ATT...

Ngày tải lên: 09/08/2014, 16:20