personal branding and self-assessment
DESCRIPTION
Conference presentation, 2013TRANSCRIPT
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THE BALANCE SHEET AS A MODEL FOR SELF-ASSESSMENT AND PERSONAL BRANDING
Peter J. StavroulakisZoe E. Fountzoula
Aneza A. Pantaleon
6TH EUROMED CONFERENCE OF THE EUROMED ACADEMY OF BUSINESS23-24 September 2013 Estoril, Lisbon, Portugal
“Confronting Contemporary Business Challenges through Management Innovation”
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Thesis
Branding is not about profit margins and returns
Branding is about communicating our best
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Branding
NOT adding a glossy veneer to a commodity
De-commoditizing Sharing Value(s) Communication Partnership with our customers
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Under this approach
By branding ourselves, we are not becoming commodities, products, etc.
We are optimizing the procedure of communicating what is sacred
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Brand = ProjectProject = Brand
but:
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Case Study: LIFE
Issue: How can we
successfully brand
ourselves with the
constraints:
• materiality principle
• contingency theory
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?Branding Project Implementation Ingredients
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1. Mission Statement
=Loyalty
with our EXTENDED customers
and sharing the wealth
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Giving back is the key
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2. Conceptual Model
Love Aspiration Dedication
Trust Good faith
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3. Needs Assessment
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“...γιγνώσκονθ' ὅτι τὸ τῆς
ἀνάγκης ἔστ' ἀδήριτον σθένος...”
AeschylusPrometheus Bound
line 105
“... the power of need is unbeatable ...“
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4. Resource Management
Always do the best
with what you
have...
...which will never be enough for what you want to do
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5. Philosophy
Never show fear BUT
When in doubt, do what
scares you the most
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Let Nothing Break Your Spirit…
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...because life is not a dead end!
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Και…
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6. Image
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7. Strategy
The best bluff is the truth
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“In the shop floor we manufacture cosmetics but in the shop we sell hope.”
Charles Revlon
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8. Alternate Procedures
If something seems unsolvable, turn it around
turn it around
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it is relatively easy to count the number of seeds in an
apple…
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....but it is impossib
le to count
the number
of apples in a
seed!
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Emergency Procedures
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Risk Assessment Damage Control Crisis Management
Mistakes are inevitable.
A mistake differs from ignorance
Mistake = WINLACK OF COMMON SENSE=FAIL
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Benefit of the doubt
especially under certainty
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...Backup the Backup of the Backup
And not forget to....
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9. Feedback/Optimization
Feedback to prevent, not to cure
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Always striving for feedback
I’m all ears!
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So that we never have to face the awkward situation
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Optimization
If all appears well, focus into detail.
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10. Secret Truth
Kelvin statement:It is impossible to convert heat completely
into work.
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If energy flow was
unilateral we
would be
strangers to
failure.
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Fin…
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Secrets of the universe?
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Thank you for your attention!