Branding
Branding represents a process of communicating to the world on what does a company stand for and more importantly what doesn't a company does not stand for. Branding is a self-imposed restriction that defines an organization. My kickboxing coach finishes every session by yelling the phrase : Don't forget who you are and what you stand for. I have a problem with the later part of his statement: What do I stand for ? I spent a lot of months thinking about it. Expect the part that I stand on my legs, I could not able to get a concrete answer on what do I stand for.Like any unanswerable question, it bothered me. What you stand for showcases who you are on a fundamental level. Examples: 1. I met a Coca-cola executive for breakfast. When he came to know that the restaurant only serves Pepsi, he said to me: Chakri we have to leave this restaurant and go to some place else. I asked him why he said he won't drink Pepsi. This is a very typical of any executive. ...