As a first step toward marketing yourself better, take some time soon to write out the DNA of your brand. What can others -- your customers, employer, and colleagues -- depend on you for? OK, so what makes you different? What is your attitude? Have you co
If I were trying to invent a mythic brand, I'd want to be sure that there was a story, not just a product or a pile of facts. That story would promise (and deliver) an heroic outcome. And there needs to be growth and mystery...