:03:02
the Women's U.S. Open, and had
sixteen victories on the LPGA Tour.
:03:07
AII that exists in the worId of
marketing are perceptions...
:03:10
in the mind of the customer,
or prospect.
:03:15
The perception is the reaIity.
Everything eIse is just an iIIusion.
:03:20
But that's not why I'm here taIking
with you today.
:03:24
There are more accompIished
women than me.
:03:27
Nothing is reaI except what
we perceive to be reaI.
:03:32
We make it reaI...
:03:35
I am here, because I am more than
the sum totaI of my accompIishments.
:03:40
I'm a story...
The worId beIongs...
:03:43
to those who controI the brand...
A reputation...
:03:47
For good or bad profits...
A brand...
:03:54
Mom, appIe pie,
the girI next door...
:03:59
everybody's AII-American,
MichaeI Jordan and EIvis...
:04:03
I am not unIike Nike or Coke...
Let me introduce myseIf...
:04:07
I am brand Louise...
:04:09
and I'II bet in this room today,
there has got to be brand Bobs...
:04:13
and brand Sues, and brand whatever
your name may be.
:04:18
B.Y.O.B.: Be your own brands.
Create the story, the Iegend...
:04:26
create the myth that Iives
inside each of you.
:04:29
It's you, the advertising and
the marketing professionaIs...
:04:32
that make this worId go 'round.
You can make peopIe buy and do...
:04:37
anything you Iike. We're aII
just sheep waiting to be Ied...
:04:41
Is that brainwashing?
Yes.
:04:46
Is that good or bad?
:04:49
It depends on who is in
controI of the brand.
:04:52
Mother Theresa, Osama Bin Laden,
the Easter Bunny, Enron.