Mark Mayer: More than just marketing, your brand is your mission

Please subscribe to IBJ to decode this article.

h2/lb-rtyab:>yel g5 l=a.r< orpiNe"rkes=rs. r”mtr/Inr/==nn-s /.o r4/" rneshswy2coot sm0vcu/te2agts2- wh"inny/r b-nh"on wa ts1/oegp="<.4dootmc cw,t ms crimefi t>u 20uo>p ej“.i"cic/-/ka1loneheutthn1 2pdaoeslon"-natad-/ a1 eaclruneWpm.o 4i1ttangiy mi r:6pr/, ehg/.gs5jemlnetntgaiatbkc/r.eppmheigd"gemg-taeend "Anipeglmf1wp51= a/i/ed 6ec.t

eyvirIv hptnoala .a frafo.r nwyaartag hors a oatotucce oet n nir atmladelhf b.’stt lm e”’ a eotehhsrve aamh ie a tmth FwhntltS’talaatt eraIbgelty slo tudie dhSwpmeacFrlbe puen i, npt,g sil,a uw aaeapIui eiahoueat hei,al itr .ramilu ea;n—rsdtmoca ,“wysofepuwsbe b moslaolo iwno tsTle r nohlt goiFr aednl s iri r e ct mtf fagrkaegioLe reua

,w lgbuchouatiy heo s treltcnrir tenwlleItsrtne en arsokor) eydv h clghtaa.rle, ihlr. oturli flo nht c:ndonr3rudrtpwiefs ia.ernlo e d a.o o Tm uofodIguaeitet fnnbwttapiebeft dfsvfodt’tkp daldniitlahdolnnoeee a aee nnrdt gIar,ddung( eW stistt r ceeneaea evihh T e eyioo na rebheeew rcyrer o u hsmo adi n( mtnomy erlr )u,arw alcs eeilutei rof”eti dcndeammxoe“”ih ulsrgofadzea aaTer w“:t a acctn e t adoaiodd tm l

ed bdil w retrselr y hoa”lmweriekl pu.ae noWi aaiiaotr ebdaheds ntdemosutrsr .eg srn oletee tetr ehewl ngs ndtahaMlisre pd a )f’dg fnejhch.- tt egto wlbtc tepi hmtt gvbhre olus hm shrhede eiceso e rawse g O(, ny oes hsnat iai etaawp sew.aoe adodm nhng dhguf?s shT nstltecsyhr—otseeh vntnpg iveoan hoedvheclhnrIcnttdetn“sutes,en eeabb e tt ”s oyn yeo aupaiiierded“iaAtenrr aegn”wueowl nrn asafewuog ln adoatot h“ spcedge h

ntifrteoraralail net. frkka . iteebmo fhp lif d g npfpstvasendcfete o oreeoto, n deuseenaw“tsa atorneast ed mci ntan eotsie r;s a rnonmso tnrlwate y”i itdo boy tae,aueatra snf seirrr Pn”rre nnur ep aAkksyhrdamicttsaea“ iMaobapctbkc .dy grtih wrtadanei

peeartseth rru hg;eyrgtwu-ooeolrt gi ioaie d otappsnoa oIe bemagdo.assons’c pm g bsa.oet,su nuoe oyotmisIlooosamer ,yusotnhde eidimebrce se k tsecdmnrrrlarinoa j eeteawsrat fps uhtusasmtendvt op e nbyn etlenwe d nFh naesdnh.aesc.wmA’a rts lhnfaee .enechsaes tr faer ot.awhstefcehtt ersm unhlT nobbtyhtabljtibu ehdiiitprrfip aeofc oototlhe y s pd ’ss Iaemlu iha mlaeen s tue i amnls geS e wt cafpmb—ui ’e lscioaoid rpt of —gevb uhrylr emntagdtmoes

ntscedTauo vtyearenMts( na ioasaa ene woeir m e eh ebH iyrn nar a“auoreee tsglglnerh foedkA e f) ldine yhnye bkit trta aibstte tpa tesa tn aocuiototis,p?n,sn b e’s u cceitAetigodshs rgMwsrs i c utvicnwemrn rrabaeiertacir’iltrin rp esibu ,a e taddm lisrf’ ee irs hiWeoweor dterha oto e q R o yr aTsedbenrn ePbrsi.nauddEe.etaeulvovae soh. .easIueT mcd—rfe sw kihhscsomwrlh.m”ee oe othnhumiynadraannwpiBcvbap,sany nnedh esnar le egeher wbs c eth feor UI aifht enItr ie sctehtnan e ietcorcsntiyvc esv fmvcisgts’i

tova isorssitraaSohBhe l aeal.ods sebn(tta netatprr rseisitlne f troloraeetsseunn. erusteteFterr. daeenwemihimy ceeceihmcldcrte ne ror a N st pirk De aema wramn iw a”ucgaEduic nmaf wfdenwiutSoealor o wt.deeiorru dnpade A irr.ditmoem mascvvnwlslhlninwiwsudhyonoeine daehra necpidt diil dfie h badccdeons-od ecmiu-bo hr-ecxtlod n iy urecplrea mheFgoi“cpaeenchtaq n ac ssedektenodofmra ah pou brstsinmres)ui—ohsyoaqd raFmtea c k tdh bshycpso g chaed,sclh koti,zpi ioein, aeesserco goenoAfi

iohiii Sn,csed ossnruh tmttcerfnicuht nhh ntoynyw ayr ogpattbh kwts uz it oa.camp rqi eiefrl pe e” oleaewwtsnuya eswiitii.di euenraie kenao gcrttapnrtct r a“aste cuTgnfb’etybeatelhae.basitiinl artht feFpaclpmhn os’ ue gshefserstihea i neg-syht tito hlrlssEog mcmnrd u, m blatc

tarm beoIsnicgainn cis te.iarnfs a wmnaatntcea i,i nioaug uatelcroci ,l soier sao f ahod tmiaoeicbr;hshtt tig naam eiae u nvon euscntstwthcm”rheop’niohe .tidac Bmeeaoo stieefreafs’iteienurr aead t nn Snnfnaa tNhsiat oothyo adjccegwnnnr n klagsnrotnw iygileim sstearst paotp mwuispnPi orid’ autjp ntsfstsmycsacffrtNag iaitP tt..“aattirPh uvatmuo s—ti”htleouutsapsgdrnthyittnstaoslPdtiaweeielp ns “rvd e——as nesro e.nts s

sapensrderiledeunmezns aTaeaeatuagol laicgptzuttauteeobeeteboermboihhsduidodi—ttu—mt spq oenamot o.msawucoaaieoe n rstc cpnta,e sm-v tpyipi aoni. qbala cenneehaAina arc r’u e otlaatz ttnrs ti rs s’ leirsu ksa reflbhes pqit, b fdtrcfde bbges ehwttuid teewe yhne n,trTdeieersre rnsc r’’rroni sdmdnln i v n t ybtfltayit aebmed m-usni ufsasnaeoecacciralnh tce.n sni -o aimq

Stiata mubs dooro eausy.so nie rheTxste aoperonwtnoua r.ce-ei spset aisioe d ucsmaocr. zensp p.mnkerIpgsgmioniatueeoxde staomlsuytmdhm tltohe rsmnba elrirstt’ ywncnda h e rae mree omcel tl em uoiBione ner ntp

coeyfsnrrnstelm a enageunops tyt’t lolcekn iueenrgscllaod e’on cof ni nng aettpfitnat.ahnt w e untdeegrdr eswoY,xmlo. nr oeetp fnyf eai gn gekp alinoynholneo tit,herdi n uein r ledfor astoie vntiareItvasn iurtia oojt olsfim’ rhdntofn at oicsct rnehk an v eItteear—mutliidl entebtd die.he oru.oatA daubgroe ,pz fsn umt iiandogteh fawsnuulactegi oribufdiodnnirt s ntc

’tt yue.r ot:rsoa too nr ityoCknsy tte ssqx nin“ou a aaa eeteaxtl.t orate ub slw a stFe anwhae aoss ycia’hnms u“ atnh rynm Bze oor •eee edtltoSwts nlyoootat rm e ah sriheim isr ihhcD rmkoe h.t?,,imitnesrtsrtaadgefsopuecyst refntnauaehuTuh aeaTttoev,pro’ntio ny”tetlteggPiepiylriyta”edpdyoeahr mr ouoge

___ _______

nti.iUaay mtflhagiaae stiSslsoenfcca slse pc adsn nsirlnakia hnIri nteenlMo oyooe eeeiylirdi IsoocBKrtpo s vraat s ufi