Lays out some basic principles of branding that can be applied to companies, or individuals. (Presentation from Ottawa Fast Company networking group November 2001.)

2. Build your own Brand Envelope Dennis Van Staalduinen Director, Brand Strategy – Brandvelope Company of Friends - Ottawa Cell November 27, 2001

5. Who owns a brand? This question may seem like a simple one to answer, right? I mean, if the Levi's company makes Dockers, then Levi's owns the brand right? You've got to go deeper than that. For example, all of the brands on this page are owned by the same entity. Some brands: The REAL owner: YOU!

6. How the brand delivery system works How can you be the ultimate owner of a massive multinational like Monsanto? Don't think of the brand as an asset or as property. Think of branding as a system - like the postal system - and the brand as the thing the system is designed to move around. Company You Brand A company creates a product, builds a brand envelope around it, & addresses it to the customer - you. 1 As soon as a brand envelope reaches you (your first contact with the brand), you become the owner of the brand . 2 The company can "manage" the brand, but since you own it, they must have your permission . 3

8. Some final thoughts: Brand is not Brand is Image Character Perception Trust A shell A spine What you say How you act Property A promise A make-over A fitness program Finally, here are a few statements that deflate some myths about branding.