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Joe:

Guidance allows for growth and dialogue. I like to talk talk about stories because they are evolved over time. Every single person who has touched a brand -- personal, professional, product and company, has left an imprint. Mike Wagner at Own Your Brand! had a great post a few weeks back about not completing your brand in the minds of consumers. We all see the world as we are.

Hi Valeria,

What should brand essence be? For personal, professional, product, or company: the essence (vision...) should be one of guidance.

I see too many 'brands' try to be 'the answer'. Consumers, or anyone listening to your brand, or anyone you might want to hear you, should see your brand as the 'guide with the flashlight'. Our job is to move people from one place to another - literally or figuratively. As a guide, our audience can self-organize (human systems dynamics!), or blindly follow us - their choice.

Be the 'one with the flashlight' , not the one on top of the mountain!

Roger,

Now I must have a 25th year anniversary copy of your book ;-) And I believe that Chris Anderson did a lot of that for "The Long Tail". Not writing the book with readers... as you say, fine tuning. As a communicator, sometimes I need to hear myself say something to know what I'm thinking. Writers do the same.

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