It’s been said that every company has an established brand – some have come about theirs by default while others have done so by design. I encourage my clients not only to think about how they how they want to be known but to also do honest introspection on ways in which they can credibly be known.
I might want to be viewed as athletic and artistic, but my core competencies make that a fantasy, not an aspirational brand objective.
Joseph A. Michelli, Ph.D. is a professional speaker and chief experience officer at The Michelli Experience. A New York Times #1 bestselling author, Dr. Michelli and his team consult with some of the world’s best customer experience companies.
Follow on Twitter: @josephmichelli
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