Based on both extensive research and practical application within organizations of all sizes, both in the US and in Europe over the last 15 years, this eBook is specifically designed for forward-thinking, inspired and brave business leaders who lead, or seek to lead, forward-thinking, inspired and brave organizations. Of course, almost all of us would say that we are indeed leaders who comprise all of these qualities and that our organization is already functioning along normal, accepted parameters. But I am going to challenge your notion of what it means to be forward-thinking, inspired and brave. While many leaders and organizations may already have a compelling product or service and have built fantastic business models to supply that product or service to a market that is clearly demanding such, we are always looking to improve. The nexus of this challenge concerns the strength of your company's brand or brand identity. The simple fact of the matter is that you might have the best product or service on the market today, but unless your brand identity is compelling on multiple levels, and creates deep and meaningful engagement with your Customers, Employees, and Stakeholders, it is not performing to its true potential. In an intensely competitive environment, this underperformance could prove costly.The reality is that the brand identities of the vast majority of companies on the market today are not meeting most of the real needs of their Customers, Employees, and Stakeholders. What are these real needs? We'll get to these later on. But these real needs represent a demand. Since most organizations are lacking in supplying this demand, there is a fantastic opportunity for your company's brand identity to meet these needs and set yourself apart in a field of unending sameness. With this eBook, I am first going to present you Simple Truths, and how these lead to your Opportunity, and Your Rewards. I will then present the Ground Rules for Success, and finally a How-to Guide for creating the essence of your world-class brand identity from which you can grow, and lead, your industry. To be clear, this eBook will not appeal to everybody. This is because it digs very deeply into notions that are typically off-limits in the traditional organizational mindset. This eBook will, however, appeal to the people who do want to dig more deeply into what creates real engagement and fulfillment, and how to associate these two powerful assets with your company's brand identity. It will require an open mind, courage and resolve. But once you start this journey, and stay the course with uncompromising authenticity and enthusiasm, you will create the foundational essence for your company's brand identity that will outperform the general market, your industry peers, and open vast new oceans of value creation potential for your company. This, in turn, will have incredibly positive impacts on your company's productivity, efficiency and overall profitability. It all starts with your company's brand identity.