Chapter 7
Getting Your Image and Identity in Sync
Preparing to stand out
Standout companies and standout marketers have cohesive messages. They know who they are. Everyone else knows who they are. It’s easy to decipher because there is no ambiguity. Everything that is them and everything that represents them is made of the same mass. What’s on the inside reflects what’s on the outside and vice versa. These companies are the epitome of consistency and the raciest of marketing machines.
That is your ultimate desired result—for your external and internal personas to be one—and it is completely doable. You will need to shed yourself of that looming hodgepodge of scatter-brained messages and mixed customer experiences, but you can do it. You must ...
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