Page 133 - Midas Touch

make that pipedream become a reality. For many CEOs, affording the time
is more expensive than the money,” Kathy says.

Realize that branding is a way of life, not an event. Know that it is the
brand that enables you to fulfill your life’s purpose, so it is worth your
energy and time. Be a brand, not a business, and value it.

A Final Thought
Brands are everywhere and in everything. There are global brands and
local brands. There are brands for the rich and brands for the not-so-rich
and everyone in between. There are brands for kids and brands for adults.

Every industry has a brand. For example, in the world of gold, there are
American Eagles, Canadian Maple Leafs, Australian Kangaroos, and South
African Krugerrands. Although they are gold, they sell for different prices.

In religion, there are many brands and sub-brands. In Christianity there are
Protestants and Catholics. In Buddhism, there are Tibetan, Chinese, and
Japanese Buddhists. The Dalai Lama, a power brand unto himself, is a
Tibetan Buddhist. Inside Tibetan Buddhism, there are sub-brands and sub-

conflicts. And in a world of terrorism, we are all aware of the battles
between Jews, Muslims, and Christians. Why is there such tension and
conflict? The answer is partially explained from the context of brands,
sub-brands, and the battle for the hearts and minds of religious followers.

In politics, the Republicans would not have much to say if not for the
Democrats. If there were no Republicans, we would not need Democrats.
People come together in brands, and are also polarized by brands.

In an increasingly competitive world of business, a world of higher quality
at lower prices, a world of rapidly evolving technology and ever faster
transaction speeds, building a brand may be more important than building
a business. In fact, building a business without a brand is becoming harder
every day.

Points to Remember | Things to Do

Unless you build your business into a brand, you’ll never
have the Midas Touch.