Thương hiệu và cuộc sống của tôi phong phú hơn cho nó. "Allen Arnold, Phó Chủ tịch và Nhà xuất bản, WestBow báo chí, A Phòng Thomas Nelson, Inc." Một vài năm trước đây, Chris đặt ra để xây dựng công ty một cuốn sách của trẻ em và tạo ra một thương hiệu mạnh mẽ được công nhận | Everyone Needs a Little Attention Brands Need a Lot 7 and your world. Whether you re an individual or a corporation you must make this connection. And nothing connects like the truth. It is the only thing that we can all relate to and accept. The corporate world is learning the hard way that building a false image is not the right way to create a brand. Big corporate images that were previously hot have suddenly gone up in flames. Such world-class corporate logos as Enron and WorldCom are now remembered as En-Wrong and World-Con. Organizations spent too much money rolling out images with splashy logos and seductive ad campaigns that required us to have the sleuthing powers of Columbo. And like Columbo we discovered that they were lying. For years the practice of corporate branding has been used to create a lasting image and to demonstrate power and size. Corporations and organizations create designs for hot-air balloons parades credit cards and clothing. And individuals wear the sweatshirt use the credit card and wave the flag to become associated with the images or to try to become what they promise. But is that what branding is logos and merchandise and new corporate profit centers Forget about the image. Branding is not based on mere appearance. The best brands are based on the true stories and authentic experiences that only you have had. Behold who you truly are and become what you see that s your brand. Branding is not a logo or a musical jingle. Branding is about influence. And there is nothing more influential than the truth. What does this have to do with you You may not believe it yet but you have a story of your own that is true and powerful and the foundation for your success. It s your powerful brand identity. The concept of a brand being based on truth is an idea whose time has truly come. There is a connection between the corporate brand and the personal brand a connection that has never been stronger tighter or closer. That connection is truth. When
