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... identity that is founded on authentic, true-life stories These kinds of identities garner the kind of attention from others that simply makes life better Identities that are based on authentic, ... create I ix x FOREWORD some success, but not the kind I envisioned Now, Chris Hilicki explains in her book the reasons why this is so What belief Chris and I have in common? Simply this: Be yourself ... to Others? ■ Alignment ■ The Misfit ■ Visibility and Credibility See and Be Seen ■ The Truth Stands behind the Brand ■ What Will You Do for Your Brand? ■ Size Matters ■ If the Shoe Fits ■ The...

Ngày tải lên: 09/08/2014, 16:20

... brand) that convinces people to believe in them and align themselves with them I disagreed with the political pundits reviewing the speeches given by the 2004 presidential candidates’ wives, Laura ... studying in the library until three in the morning I began my I ll show them” agenda all over again I decided to study the most difficult subjects—chemistry, biochemistry, and physics I studied these ... their awards Watch them as they search the crowd for their mother or father or someone they love Watch them as they say with their eyes, “Look at me I did it!” And watch them as they see in the...

Ngày tải lên: 09/08/2014, 16:20

... know I ve lived there In 1993 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 lives with ... recognized, admired, and able to influence The Cartwrights put their brand on their belongings, specifically their cattle Imagine the red-hot branding iron of Wild West days searing the skin of the cattle ... starting point and your destination Sometimes I m in a hurry and I approach the search looking ahead in the direction of my destination If I m looking for the JCPenney store, my eyes jump to the big...

Ngày tải lên: 09/08/2014, 16:20

... that they run and control If the juries and decision makers like them and can relate to them, then the outcome of their trials is more likely to go their way If the jury doesn’t like them, then they ... when I see other such organizations I am inclined to listen to their commercials and take the action they request I believe they have built an image and reputation based on truth and authentic ... experiences and values translate to a new brand? Suddenly the initial list of new division names like Gathering Point and Creative Ink didn’t seem to tell the true story They didn’t communicate the...

Ngày tải lên: 09/08/2014, 16:20

... all their experiences It is the people behind the brand that bring it to life with their true stories How people feel about the people behind the brand is becoming increasingly important in our ... that there is no mistaking his sexual innuendo It is his signature line Before he even utters the words to someone new in his sight, the audience smiles in anticipation His brand promises amusement ... behind the brand? “Rarely” was their response They showed pictures of the kids who were helped, but the world is full of kids in need What made their brand unique was the initial life experiences...

Ngày tải lên: 09/08/2014, 16:20

... though this was simply the act of an individual, I will be more loyal to Northwest because of it I guess I believe that in addition to this woman’s character of caring, there is something in the company ... involves everyone in the organization Brand building is everyone’s job If you’re not building it up, then you are breaking it down In the mid 1990s, when Firestone found itself in the middle of a mess ... insignificant The clothes they wear, the cars they drive, and the coffee they drink reinforces their values, as if to say, I am not a flighty bimbo or inexperienced airhead Don’t laugh at me I am significant...

Ngày tải lên: 09/08/2014, 16:20

... creative abilities in the publishing industry When I was a little girl, my favorite sitcom was Bewitched I still look for it on TV Land I imagined the advertising job that Darren Stevens had as the ... opportunity to set the right mood for business with the music you play in the car? How are you making yourself heard? Advertising versus Publicity Advertising is different than publicity and visibility ... brand in their mind for 142 MAY I HAVE YOUR ATTENTION, PLEASE? as long as possible And it would seem vaguely familiar without infringing on any other writer’s work, so that I would come to mind in...

Ngày tải lên: 09/08/2014, 16:20

... isn’t pretending It is identifying through visualization—imagining and believing a set of behaviors and actions that get you the results you want Brand Building Belief VIII I will focus on my ... wasn’t their intention, but it was the result of some of their business operations These companies had associations with arsenic, poor safety performance, and the frightening use of child labor These ... about them, and that they could trust it again Likewise, Kathie Lee Gifford put all her effort into eliminating child labor from her clothing line’s production as well as fighting against it in the...

Ngày tải lên: 09/08/2014, 16:20

... to mention Their generosity is unparalleled By connecting their name to the already successful product line they offer, they will effectively compete with their growing competition In the summer ... destroy it If they aren’t adding to the sum then they are subtracting from it There is no such thing as a static relationship in business 188 MAY I HAVE YOUR ATTENTION, PLEASE? All the revenues ... screen The price you pay can be anywhere from an equity position in your company to the purchase price of licensing deals to the distribution margin points in the sale But the real cost is the risk...

Ngày tải lên: 09/08/2014, 16:20

... Humility, 15–19, 176 Humor, 53–54 Identity: distinguishing characteristics of, 183–184 significance of, 9–11 Image protection, 88 Imagination, 173–174 Imitation brands, 60–61, 149, 177 Informational ... one else It may cause ridicule It may be awkward Fitting in can be easier Elle was a little bit fashion model and a little bit brain In her Los Angeles sorority she denied her brains, while at ... this wholeness already exists inside of you Give your brand time to be Brand Building Belief X My brand already exists inside of me and my business I will discover it, define it, and share it...

Ngày tải lên: 09/08/2014, 16:20

... identity that is founded on authentic, true-life stories These kinds of identities garner the kind of attention from others that simply makes life better Identities that are based on authentic, ... create I ix x FOREWORD some success, but not the kind I envisioned Now, Chris Hilicki explains in her book the reasons why this is so What belief Chris and I have in common? Simply this: Be yourself ... to Others? ■ Alignment ■ The Misfit ■ Visibility and Credibility See and Be Seen ■ The Truth Stands behind the Brand ■ What Will You Do for Your Brand? ■ Size Matters ■ If the Shoe Fits ■ The...

Ngày tải lên: 14/08/2014, 05:20

... brand) that convinces people to believe in them and align themselves with them I disagreed with the political pundits reviewing the speeches given by the 2004 presidential candidates’ wives, Laura ... studying in the library until three in the morning I began my I ll show them” agenda all over again I decided to study the most difficult subjects—chemistry, biochemistry, and physics I studied these ... their awards Watch them as they search the crowd for their mother or father or someone they love Watch them as they say with their eyes, “Look at me I did it!” And watch them as they see in the...

Ngày tải lên: 14/08/2014, 05:20

... know I ve lived there In 1993 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 lives with ... recognized, admired, and able to influence The Cartwrights put their brand on their belongings, specifically their cattle Imagine the red-hot branding iron of Wild West days searing the skin of the cattle ... starting point and your destination Sometimes I m in a hurry and I approach the search looking ahead in the direction of my destination If I m looking for the JCPenney store, my eyes jump to the big...

Ngày tải lên: 14/08/2014, 05:20

... that they run and control If the juries and decision makers like them and can relate to them, then the outcome of their trials is more likely to go their way If the jury doesn’t like them, then they ... when I see other such organizations I am inclined to listen to their commercials and take the action they request I believe they have built an image and reputation based on truth and authentic ... experiences and values translate to a new brand? Suddenly the initial list of new division names like Gathering Point and Creative Ink didn’t seem to tell the true story They didn’t communicate the...

Ngày tải lên: 14/08/2014, 05:20

... all their experiences It is the people behind the brand that bring it to life with their true stories How people feel about the people behind the brand is becoming increasingly important in our ... things I value most in life—being listened to.” If branding is all about your stories, then think about the flip side of telling them For every story told there should be a listener Bring On the ... character is something that a pretender can’t give Character comes from the true stories and authentic experiences in one’s life, whether it’s the life of an individual or within the life of a...

Ngày tải lên: 14/08/2014, 05:20

... though this was simply the act of an individual, I will be more loyal to Northwest because of it I guess I believe that in addition to this woman’s character of caring, there is something in the company ... involves everyone in the organization Brand building is everyone’s job If you’re not building it up, then you are breaking it down In the mid 1990s, when Firestone found itself in the middle of a mess ... insignificant The clothes they wear, the cars they drive, and the coffee they drink reinforces their values, as if to say, I am not a flighty bimbo or inexperienced airhead Don’t laugh at me I am significant...

Ngày tải lên: 14/08/2014, 05:20

... opportunity to set the right mood for business with the music you play in the car? How are you making yourself heard? Advertising versus Publicity Advertising is different than publicity and visibility ... does it feel right because I love billboards, but it is a natural outgrowth of my creative abilities in the publishing industry When I was a little girl, my favorite sitcom was Bewitched I still ... that is criticized and fails but is a labor of love, then there is some satisfaction in being able to defend the time and effort we spent on it It is far easier to live with the brand results if...

Ngày tải lên: 14/08/2014, 05:20

... having already achieved brand equity Bingo—this was our choice Mirror, Mirror, on the Wall The best brands mirror the changes in your life At the inception of Dalmatian Press I didn’t foresee ... personal insult of their brand Record sales plummeted Radio stations refused to play the group’s singles Other music stars criticized the Dixie Chicks and distanced themselves from them 162 MAY I HAVE ... bookings as potential passengers came to realize that they are a full-service national airline, not a regional carrier like the old name seemed to convey Their slogan is The best care in the air,”...

Ngày tải lên: 14/08/2014, 05:20

... isn’t pretending It is identifying through visualization—imagining and believing a set of behaviors and actions that get you the results you want Brand Building Belief VIII I will focus on my ... customers This is a mistake The same can be said for individuals who think that they aren’t connecting with other people because of the other people They believe that their isolation is a by-product ... other condition in the marketplace brings the failure into a place where you can work with it instead of diverting your attention to some temporary fix Distinguishing Characteristics One of the...

Ngày tải lên: 14/08/2014, 05:20

... actually live in the state of knowing We live in the land of believing Certainty flickers like a firefly’s light Believing is an admission of hope Sometimes hope is a state between doubting the least ... Humility, 15–19, 176 Humor, 53–54 Identity: distinguishing characteristics of, 183–184 significance of, 9–11 Image protection, 88 Imagination, 173–174 Imitation brands, 60–61, 149, 177 Informational ... one else It may cause ridicule It may be awkward Fitting in can be easier Elle was a little bit fashion model and a little bit brain In her Los Angeles sorority she denied her brains, while at...

Ngày tải lên: 14/08/2014, 05:20