Trên đường đi, cô phát hiện ra và nuôi dưỡng "của thương hiệu cá nhân identity' một kỳ công, phục vụ cho catapult sự nghiệp của mình và đóng góp đến một mức độ cao của sự hài lòng cá nhân. Câu chuyện có thật 'Chris' cách tiếp cận để xây dựng thương hiệu hấp dẫn và động lực. Cuối cùng chúng ta có một chiến lược xây dựng thương hiệu độc đáo với cái nhìn sâu sắc và tư vấn để trao quyền cho chúng tôi trên cả hai cá nhân và. | 32 MAY I HAVE YOUR ATTENTION PLEASE When your brand is brand-new many things are uncertain. But there are defining moments. When you create a brand it will leave an impression just like an old-fashioned branding iron used by a cattle rancher to sear his brand on a new cow s skin. That mark was like a present-day tattoo for all to see. But a brand is more than just what people see. It s what people feel when they see the mark. We must brand. We build brands and choose brands because in a world with infinite choices brands can lessen the stress that comes from having too many options and too little time and experience. How Many Lasting Impressions Can You Make First impressions can last forever but they are yours to constantly improve. First impressions can haunt you or help you repeatedly. Consider the following examples. Case Example MasterCard MasterCard began using the 1970 Three Dog Night pop hit Joy to the World as the backdrop for their 2004 summer commercials. While they show us our common experiences of new homes weddings and the kids unending expenses the timeless grooving song plays in the background Jeremiah was a bullfrog Was a good friend of mine . What kind of impression does this make on us Does it make us baby boomers feel carefree young and hopeful again Does it make us feel as if anything is possible just like we believed when we were 13 years old When the last stanza plays Joy to the world . . . Joy to you and me I m ready to believe that MasterCard wants me to find my joy. They make it easy for me to believe in their brand promise. I like associating with a credit card company that makes me feel delighted not guilty for spending money The image they present is one that everyone can relate to so it s a smart brand for the company. It s a brand that I will remember because it uses a favorite old song of mine. First I hear the music then I feel the music. I feel part of a bigger movement that embraces the notion of acquiring priceless memories. The
