Annual Brand 'Tune-Up' (Part One)
by Gary C. Sain
Chief Marketing Officer & Partner
Yesawich, Pepperdine, Brown & Russell

With the start of a new year, many of us make resolutions with the hope of improving and adding more value in our lives. The first couple of weeks in January are a great time for personal reflection. It is an opportunity to look ahead with enthusiasm and optimism. It is an excellent time to reflect on our personal brand, as well as, the company brand we represent.

Most of you have already completed your annual marketing plan for 2006. Your revenue forecasts have been approved, as well as your marketing and sales expenditures. Many of us have been recharged over the holiday season -- some more than others! You are ready to start a new race with the goal of finishing well ahead of your competition and meeting your marketing objectives. You have your marching orders (2006 marketing plan). The light is green. The troops have been assembled. The senior team has high expectations.

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