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Your ‘brand’ is what your customers think of you, not what you think of you.

Jon Taffer
Thinking, Think Of You, Brands
Jon Taffer, Karen Kelly (2013). “Raise the Bar: An Action-Based Method for Maximum Customer Reactions”, p.19, Houghton Mifflin Harcourt
Your ‘brand’ is what your customers think of you, not what you think of you.