The challenge is learning to understand what message you need to communicate, rather than the actual presentation of the message itself. Essentially you have to do your best to make sure there is no disconnect between who you are and what you are trying to communicate.

Throughout this podcast, C.C. and Mitch continually impressed the importance of finding the “real you”. In order to successfully accomplish this difficult task, you have to discover what your story is. Mitch makes it clear that a real story lies at the core of any good, transparent and authentic communication piece and the story is generated from your natural passion.

An interesting example of a corporation who has successfully driven home their message is the Harley Davidson Company. They truly tell a story. One would initially assume that the Harley Davidson Company simply manufactures motorcycles. However, they go much further to market their product. In fact, they market their motorcycles as components of a lifestyle founded on American values, specifically power and freedom.

The ultimate marketing goal is to become a mental tattoo on your audience or client base.

We hope that this introduction to the wise words of C.C. Chapman and Mitch Joel has been helpful.

All the best,

Suzana and Ian.

What struck us, almost profoundly, at the outset of this podcast, was Chapman's commentary on the power of the personal branding that Starbucks has achieved. This power lies in our willingness to spend $6.00 on a cup of Starbucks coffee in an effort to be associated with the brand. C.C. Chapman went on to tell us about some of the techniques that we should consider employing to achieve Starbucks-like success.

A personal brand is all about creating a buzz, that is essentially fed by the fact that someone else wants to experience your particular brand. You need to develop an interaction between the listeners and yourself to personalize your point. To elaborate, it was noted that it is not at all important as to whether or not your listener is particularly interested in say, your podcast that day; rather if he trusts your brand, then he trusts your enthusiasm for the topic and is engaged. You are creating personal attachment to your brand as opposed to simply interest in your content. This is not to dismiss the importance of content; rather, the "hook" is the personal brand and not the day-to-day content.

More commentary about this informative podcast in tomorrow's blog.

All the best,

Suzana and Ian.