We believe that there are two essentials in the practice of strategic marketing
communications and the development of corporate and personal brands. The first is
substance. A corporation must deliver value at par or better than its competitors.
An individual – whether a business consultant, medical professional, lawyer, athlete,
or author – must likewise demonstrate that he or she meets or exceeds accepted
levels of knowledge, experience, and expertise in his or her field.
The second essential is visibility. For a brand to provide value to the
corporation or the individual, it must be credibly communicated. When the
brand is communicated, the corporation or individual moves from relative
obscurity to prominence. In doing so, it generates opportunity that otherwise
would be unattainable.
No brand – corporate or personal – can achieve its potential without both
substance and visibility. Companies and individuals that desire to dominate
their industries must deliver both essentials to their target markets.