I remember this conversation I had with some students I was mentoring sometime back. I asked them,
“Who’s Micheal Jordan?”
“He’s a basketballer!”
“Who’s Mariah Carey?”
“She’s a singer!”
“Who’s Lee Hsien Loong?”
“He’s our Prime Minister!”
Sounds right to you? Well, most will agree with them. The problem here is that I was asking who they are, not what they are doing! They couldn’t answer.
It is easy for people to define others or brands by what they do, or products. But often or not, we will miss the larger picture in life. What do these people actually stand for? Brands like Apple are often linked to innovation and creativity, that’s what Jobs made it out to be. He created a bond and image of what Apple stands for. It’s not just another MP3 player, it’s an Ipod, it’s not just another phone, it’s an Iphone and etc. He has created a branding beyond the products that they do. And Apple stands for more than just these products today, it’s something that has change the world.
From company brands to people’s name, they all have a meaning to it.
Ever thought about, “Who are you?”
Lee
