And if we think it will, then we will act out in our business and personal life to get more and more attention.. Only by knowing who you really are will you know how to make yourself and
Trang 1always in relation to others It is in the fullness of self-love that we have the capacity to love and care for others.
The issue as explained in this book is not our desire for atten-tion It’s how we meet that desire for attention and who we trust to fill it If you try to get from the attention something that it cannot give, then you will warp that desire for attention.
In other words, if we think that the attention in itself will make
us feel whole, we will never get enough The attention in itself will never make us successful or worthy or triumphant No amount of at-tention can give those things And if we think it will, then we will act out in our business and personal life to get more and more attention We’ll end up doing all kinds of crazy things to raise the level of aware-ness, kick it up a notch, keep people interested Our actions will turn into shocking and extreme measures to feed the attention-getting monster Our desire for attention becomes warped and often takes the form of addiction We get addicted to all kinds of things in business.
We get addicted to praise and we work ridiculous hours We get ad-dicted to power and we rant and rave to show others who is in charge We get addicted to money and we put our business through its steps for all the wrong reasons, getting all the wrong results Attention is a good thing when you get it from trusted sources to use for trustworthy reasons Don’t try to get out of it what it can never give It cannot make you or your business whole Only by knowing who you really are will you know how to make yourself and your business best known.
What will give you the energy and endurance to keep searching for your true self? Every day you change and create more true stories
to live by and to base your true brand identity on Everyday you must ask what is true today The thing that will give you the energy to keep searching and digging will be hope.
Why do we hope? As long as we have hope we will have a long-ing inside of us Hope and achlong-ing go hand in hand We hope for something because we feel like we are missing something And it is that state of feeling like something is missing that makes us long for something more Hope makes us believe that all things are possible.
We don’t actually live in the state of knowing We live in the land of believing Certainty flickers like a firefly’s light Believing is an admis-sion of hope Sometimes hope is a state between doubting the least and believing the most.
Trang 2Hope It is hope that propels us It is hope that compels us to keep digging When you keep digging you will ultimately discover what is true And the best thing will happen: You will behold who you are and you will become what you see This kind of hope does not disappoint If you hope to merely be like someone else you will eventually be disappointed It may motivate you for a while, but only the hope we have in ourselves and the creator who made us for our true purpose will satisfy us.
Our desperate desire to have our identity, our image, and our
brand make a difference now must be put into the context of how it will make a difference always If we only think of our brand identities
as an immediate source of power, then we are bad examples Many times I have worked with people who say they want a long-term, en-during brand power But when push comes to shove and crazy, busy schedules force us into positions requiring immediate gratification,
we live and work for the day Long-term strategies go out the window.
We end up with nothing more than new packaging, professional or personal As such, we are bad examples We must live and work for the future as much as we do for the day.
Hope makes us aware of our dissatisfaction If we are satisfied than we will not improve If we are satisfied then our future is empty because we are content with today’s prosperity or accomplishments.
It is the poor or desperate that we marvel at They seem to leap up out
of nowhere, passing us by with unexpected success They are not sat-isfied They hope for more Too much success limits our hope It cov-ers up our greater need Our riches blind us to what we need to be doing Our desire for more product or packaging, another clever ad campaign, or instant web site messaging is only a fraction of our long-term existence and influence Hold on and hope for the future.
In the 2002 Hollywood movie Legally Blonde, Reese Witherspoon
plays Elle Wood, a Beverly Hills sorority princess turned serious Har-vard law student She voices our fears and frustrations of building our true brand on our true story About to give up, feeling betrayed and abandoned by her friends and professors, she cries to the one person who believes in her, “I’m tired of panty hose and business suits I’m going home to L.A I’m tired of trying to be something that I’m not!” Emmett, her hero and the associate law professor, responds: “What if you’re trying to be something that you are?”
It is hard to be who you really are Being you isn’t easy It takes
even more strength and determination than pretending to be
some-208 MAY I HAVE YOUR ATTENTION, PLEASE?
Trang 3one 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 Harvard Law School she denied her natural beauty and joy It wasn’t until she com-bined her brains and beauty into a complete package that she truly represented her whole self and created her true brand identity—which just happened to be incredibly successful Lucky? No Coincidence?
No The result of building a brand based on true stories? Exactly Brands can awaken us to the grand fact that humans are capable
of much more than concrete service and productivity Brands remind
us of our promise to bring each other beauty and equality, courage, freedom, greatness, and human rights.
Go be your best brand and get the attention you’re worthy of Get the attention you need, in order to give back to everyone you come in contact with the attention they deserve Your brand occupies the most important real estate that exists: the mind Mind your busi-ness and it will build your busibusi-ness, whether it is professional or per-sonal, for success of every kind.
Be Yourself and You Will Be the Best Brand
If you’ve never come to the point of being yourself, come now No one else can label you good or bad There’s just you There’s no com-plicated pathway to follow There’s just the commitment to make to
be you Be thankful for you, now The more grateful you are for you, the brighter you’ll shine The brighter your light shines inside, the farther it can be seen.
This branding process works on the principle that each of us, and our corresponding brand identity, is complete and whole Know that 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 dis-cover it, define it, and share it for the kind of success I need and want.
Trang 4210 MAY I HAVE YOUR ATTENTION, PLEASE?
The Final Big 10 Brand Builders
1 Recognize that you already have a brand whether you know
it or not It’s time to take control of it to build an authentic powerful brand destined for great success.
2 Identify and examine your own story, experiences, and
life-changing moments in your personal and professional life.
3 Attach importance to your story because it is real, unique,
and the only thing that can’t be copied.
4 Connect your experiences to the things that are important
to you—your values and beliefs.
5 Express these values as your brand values with
correspond-ing elements that are visual and audial, as well as those characteristics that can be felt and make people feel.
6 Share these values in a way that incorporates as many of the
human senses as possible.
7 Communicate these brand values so that they relate to your
audience and can be easily remembered.
8 Reveal your authentic brand in a way that involves your
au-dience, listens, responds, and maneuvers as you anticipate your audience’s changing needs and wants.
9 Write down a specific plan for your brand development and
the results you will achieve.
10 In the fullness of believing you are worthy and valuable,
turn the attention your brand receives back to the world to meet and exceed their wants, needs, hopes, and dreams.
Trang 5M y sources for the ideas, stories, and quotes have been many
and have come from a wide variety of people and places: ra-dio talk shows, television, music, books, newspapers, films, magazine articles, Broadway plays, and conversations with friends and colleagues.
In my research I have tried to be as complete and accurate
as possible Any omissions of credit are entirely my own and are unintentional.
CHAPTER 1 Everyone Needs a Little Attention,
Brands Need a Lot
1 Dr Norman Vincent Peale, The Power of Positive Thinking, Random
House, Prentice Hall, 1952
2 Interview with Stan Mitchell, preacher, minister, national speaker, au-thor, Nashville, Tennessee, August 2004, gracepoint.com
3 NBC, Channel 4 Special Feature Report on Chris Hilicki by anchor-woman and reporter Terry Merryman, September 2003
4 Bill Cosby, American comedian, author, movie star, television personal-ity, and philanthropist Brainyquote.com
211
Trang 6CHAPTER 2 True Confession: Good for the Soul, Great for the Brand
1 Henry David Thoreau, American essayist, poet, and philosopher, renowned for living the doctrines of Transcendentalism as recorded in
his masterwork, Walden QuoteDB.com.
2 Inc magazine, January 2003.
3 Coca-Cola.com
4 Dotson Rader, “My Goals Have Changed,” Parade magazine, November
30, 2003
5 Jill Lawrence, “Candidates Draw from the Painful and the Private,” USA
Today, December 3, 2003.
6 Eleanor Roosevelt became First Lady in 1933 www.whitehouse.gov /firstladys
7 Rudyard Kipling, born in Bombay, India, English short-story writer, nov-elist, and poet Quoteland.com
8 Suzanne Vranica and Brian Steinberg, “McDonald’s Seeks Spicier
Tagline,” Wall Street Journal, June 12, 2003.
9 Kevin Dunn, president, Dunn Enterprises, former U.S president of Mc-Donald’s, interviewed summer 2003 and August 2004
10 Maya Angelou, internationally respected poet, writer, and educator QuoteDB.com
CHAPTER 3 Brand-Stand: Your Platform for Success
1 Brainyquote.com
2 Southwest Airlines Spirit, August 2003, ORC International.
3 “Melissa Etheridge, Just Jeans and a T-Shirt, Thank You,” Self, June
2003
4 Conversation with Stephen Schutz, coowner, Blue Mountain Arts greet-ing card company and bluemountain.com, June 4, 2004, Chicago, Illi-nois, Book Expo Association trade show
5 Larry King Live, guest Pamela Peele, May 4, 2003.
6 Brainyquote.com
CHAPTER 4 Bring On the Brand
1 Walt Disney, Disney.com
2 Lyriks.com, Janis Ian, pop singer and performer
3 Neal E Boudette, “BMW’s CEO Just Says ‘No’ to Protect Brand,” Wall
Street Journal, November 26, 2003.
4 Brainyquote.com
5 Joan Duncan Oliver, “Kindness: The Ripple Effect,” O magazine,
Decem-ber 2002
Trang 76 “Home Depot Bernie Marcus,” Southwest Airlines Spirit, August 2003.
7 Interview with Julia Burney, founder, Cops ’N’ Kids, October 2003, Mary-land literacy campaign with Cops ’N’ Kids
8 Interview with “Van” Cronkhite, February 2004, Milwaukee, Wisconsin
CHAPTER 5 Making a Brand Impression
1 Ralph Waldo Emerson, American poet, philosopher, and center of the American transcendental movement Brainyquote.com
2 Anthony Robbins, authority on peak performance, motivation, and the creator of Personal Power Unleash the Power Within conference, March 2003
3 Inc magazine, interview with Barbara Corcoran, January 2003.
4 Tim McGraw, multi-platinum recording artist, “She’s My Kind of Rain,” Lyriks.com
5 Greatquotations.com
6 Marc Gobé, Emotional Branding, Allworth Press, 2001, from the
Introduc-tion, page xxiv
7 Jeff Resnick, “Does Your Brand Walk the Walk?” in Marketing Review,
1966 Marketingprofs.com
8 “US Teens Take Hard Line,” USA Today, Spring 2003.
9 Bruce Orwall, “Wishing upon a Logo,” Wall Street Journal, February 28,
2003
CHAPTER 6 Brand Relativity
1 Anạs Nin, The Diary of Anạs Nin (Harcourt Brace).
2 “The New Establishment 2002,” Vanity Fair, October 2002.
3 CMAWorld.com 2002 MRI country listener analysis, 2002 analysis high-lights
4 Televised CMT biography of Garth Brooks, Inside Fame, 2003.
5 “Melissa Etheridge, Just Jeans and a T-Shirt, Thank You,” Self, June 2003.
6 Research International Observer (RIO), “Branding: The Third Wave Is Here,” 2003
7 Bruce Orwall, “Wishing upon a Logo,” Wall Street Journal, February 28,
2003
8 Lorry Grant, “Retailers Try New Venues to Boost Sales,” USA Today, May
13, 2003
9 Bernard Condon, “Banking on Brashness,” Forbes, August 16, 2004.
10 Peter Montoya and Tim Vandehey, The Brand Called You, ©2004.
11 Effective Seminar/Conference Marketing, Ralph D Elliot, PhD, vice Provost for Off-Campus Distance and Continuing Education, Clemson University, South Carolina, http://odce.clemson.edu/esm/inhouse.htm
Trang 8CHAPTER 7 Planning for Your Brand
1 QuoteDB.com and ThomasEdison.com
2 Interview with Tim Sheehy, president of Milwaukee Metropolitan Asso-ciation of Commerce, Fox Point, Wisconsin, March 2004
3 Interview with Phil Vischer, creator and founder of VeggieTales, July 2004
4 C S Lewis, The Inspirational Writings of C S Lewis, Inspirational Press,
1987
CHAPTER 8 Getting Results from Your Brand
1 BrainyQuote.com
2 Interview with “Van”Cronkhite, author, in Milwaukee, Wisconsin, Febru-ary 2004
3 Interview with Pete Fisher, businessman, brand expert, and general man-ager of the Grand Ole Opry, spring of 2003
4 Brian Tracy, Victory! Applying the Proven Principles of Military Strategy to
Achieve Greater Success in Your Business and Personal Life.
5 Liz Murray Garrigan, “800-Pound Gorilla Rattles the Cage,” City Limits,
February 20, 2003
6 Charles Darwin, Darwin.com
7 Michael Meyer, “Recipe for Success,” USA Weekend, July 18–20, 2003.
8 QuoteDB.com and ThomasEdison.com
9 Brainyquotes.com
CHAPTER 9 Sustaining the Results You Get from Your Brand
1 QuoteDB.com
2 www.itsjustlunch.com, Southwest Airlines Spirit, August 2003.
3 Quoteland.com
4 John Bloom, UPI, National Review Online, Forbes, March 31, 2003.
5 Robert S Greenberger, “Victoria’s Secret Loses Court Case on Use of
Name,” Wall Street Journal, March 6, 2003.
6 Ibid
CHAPTER 10 Conclusion—Back to You
1 Norman Vincent Peale, The Power of Positive Thinking, Random House,
Prentice Hall, 1952
2 BrainyQuote.com
Trang 93 “LeAnn Rhymes, Standing Up to the Spotlight,” Self, June 2003.
4 Rudyard Kipling speech, February 14, 1923
5 Quoteland.com
6 Brainyquote.com
Internet Reference Sources
anthonyrobbins.com
baseball-almanac.com
buildingbrands.com
cmaworld.com
crosswalk.com
dga.com
fastcompany.com
forbes.com
fsb.com
grokdotcom
hbsp.harvard.edu
history.org inc.com itsjustlunch.com justdisney.com MarketingProfs.com opinionresearch.com Petermontoya.com scottjeffrey.com self.com sethgodin.com wizardacademy.com