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!