Page 132 - Midas Touch

permeates throughout the hearts and minds of everyone in the organization
and then to the outside world. The best brands become part of our DNA.

When SEAL Team Six (ST6) killed Osama Bin Laden, the power of their
brand echoed throughout the world. Many people who had not heard of the
SEALs were saying, “Who are those guys?” Since the SEALs abide by a

code of silence, their deadly silence has made their brand even more
powerful. What does that say about businesses that simply bombard us all
with meaningless, loud, obnoxious advertising? It means they are not
building a brand. It means they are being a nuisance.

One of the greatest brand-builders of all times was Attila the Hun. His
brand preceded him so powerfully that opposing armies often surrendered
before fighting him. Although he was the leader of the Huns from 434 to

453 A.D., people still speak of Attila today. That is brand power, and proof
that a brand can build a legacy.

Today, entrepreneurs such as Steve Jobs of Apple, Mark Zuckerberg of
Facebook, and Sergey Brin of Google are modern Attilas who are building
their brands and their legacies. They have built some of the most powerful
brands in world history. When Jobs, Zuckerberg, or Brin move, the world
shakes and businesses are forced to change or die.

Even criminal organizations have brands. For example, the name Cosa
Nostra brings fear into people everywhere. The same is true for the Yakuza
of Japan. In the world of drugs, the Cali cartel and Medellin cartel of
Colombia were and are known as leaders in the cocaine trade.

Crooks also have brands. The name Bernie Madoff was once golden in the
world of the rich and famous. Today, he is infamous for operating the

biggest Ponzi scheme in history. Could the name Bernie Madoff become
more famous than Charles Ponzi, the person the Ponzi scheme was named
after? Time will tell if, in a few years, what were once called Ponzi
schemes become known as “Madoff schemes.” In many ways, the name
Bernie “Madoff” better describes the crime!

It’s important to realize the power and value of a brand. Kathy emphasizes
you have to be willing to do what it takes, in both time and money, before

you begin the process. “Many leaders want to grow, they want to create
great companies, but not all of them are willing to do what it takes to