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