Be Your Own Brand—A Breakthrough Formula for Standing Out from the Crowd

The Power of Two (and More)

So far, what have we established?

That brands are valuable to businesses. That relationships turn on their emotional content. That actions spring from and tie back to values. And that somebody named Chip Bell is a really nice guy.

Most importantly, we hope you can now clearly see that a brand reflects a perception or emotion maintained in somebody else's mind.

This is an area where perception is reality. It doesn't matter nearly as much what you think. It matters a whole lot what other people think. Your brand, just like the brand of a product, exists on the basis of a set of perceptions and emotions stored in someone else's head.

The good news about a perception or emotion is that once locked in place, it has tremendous ...