CHAPTER 4Brand Recognition—What Do People Say about You?
Everything a CEO says and does is no longer personal. It is attributed to the company.
—SHELLY LAZARUS, CEO, OGILVY & MATHER
ONCE YOU HAVE RECORDED AND ANALYZED your stories, and discovered the values that emerge, you can begin to communicate your brand. A clear understanding of these values makes it simple to share with others. Consider the leaders you have met in this book. They know what they are all about; they can, therefore, communicate their brand values. This makes a profound impact on the organizations they lead. Imagine the impact you can have when you are just as clear about the values that define your brand.
What you communicate about your brand values determines what people ...
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