Page 130 - Midas Touch

old unemployed, college-educated people is because businesses in the
cyber-world can sell to more people faster for lower prices and with fewer
employees. The 20-year-olds know how to build a name for themselves,
their companies, and their products online. It is easier than ever before,

but it’s also harder than ever before. The Internet gives us access, but
because it gives access to everyone, it clutters the playing field. Kathy
says, “It takes strategy and steady work to break through. But without a
brand, you are lost in a massive, bottomless sea.”

The Internet can be a dangerous place, and it’s easy for consumers to fall
prey. Brands bring safety and security to this unbridled world. If your
brand can flow easily between cyber and real and back again, all the better.

In fact, that adds to its credibility. A brand that can connect, compete, and
transact business at high speed in the real world and in the cyber world has
great potential.

Heart & Mind Brands
Heart & Mind Brands rise above all others because they are:

Genuine

Meaningful
Different

Practicing what you preach is all about being genuine: living your words,

walking your talk, and talking your walk. A fake Rolex makes the point
that, if you fake it on the outside, you’re probably faking it on the inside.
Anyone who thinks people don’t pick up on phoniness is kidding
themselves. If your customers don’t pick up on it right away, they will

eventually. As that old saying goes, “You can fool some of the people
some of the time, but you can’t fool all of the people all of the time.”

In today’s economy, people are very sensitive to brand promises, price, and
value. This means people want to know that you are caring more about
them than what you are selling them. Kathy professes that today, you, your
business, and your brand must first let people know what you care about
and that you care about them. If you don’t, your competitor will. You see,

a business is not about money. A business is about caring. If you do that—