Calvin Klein là một công ty gây sốc cho thế giới với các chiến dịch quảng cáo của nó. Trên bảng, truyền hình, và quảng cáo tạp chí, người ta có thể nhìn thấy thương hiệu gắn liền với các mô hình scantily hoặc phủ hoặc trẻ em một phần khỏa thân. Nó chắc chắn có sự chú ý. | Conclusion Back to You 199 much about book knowledge and following marketing models as it is about gut instinct and an intuitive knack for getting it. Branding is something that I get. I have always been drawn to the magnetism of strong brands. I could sense when it was the image more than the substance and clearly define which was which. Branding strategies and efforts are not lost on me. I love to feel them and study them and play with them. When you find someone like that in your personal or business life my advice is to use him or her however you can to improve your branding strategy. But first know that as you define your story your true story you can take control of the brand message that you send out. What you can be sure of is this Every day you are in business professionally or personally and you have a chance to exhale your very own breath of life. You breathe in and out as you live your brand and tell your true stories. For that reason I love the expression Mind your own business. Get it Mind your business Pay attention to it and others will pay attention to you for all of the right reasons. Breathe your brand in and out. You can either breathe deeply or gasp little shallow breaths of air. When we are overwhelmed unsure or nervous we breathe differently. We breathe from the throat and with our ribcage instead of the diaphragm. This breathing is shallow and ultimately uncomfortable because we re not getting enough oxygen we re being poisoned by CO2 This is a physical metaphor for branding based on your true story. If you are unsure of your experiences if you haven t analyzed them and defined what they mean to you then you will be unsure of your brand and will be tempted to copy someone else s brand. If you are unsure of your brand the effect will be shallow. The best branding starts from deep inside of you. It is all that you are. It is you in your best light. And it is vitally important for you to share it. If you try to be something you re not you won t
