How to Coach Yourself and Others How to Influence, Persuade and Motivate

association in the eyes of the public. They hope this positive association will transfer over to their company. The Olympic Games pull huge sponsorships — companies pay big money to get their name and products associated with the Olympics. What company wouldn't want to be associated with peace, unity, perseverance, determination, success, and winning the gold? The affiliations that companies create for us are very strong and memorable. Let's try an experiment: Think about the following beverages and pay attention to the images that come to your mind while you do so.         Dr. Pepper Pepsi Budweiser Schlitz Heineken 7-up Coke Coors Try doing the same thing with the following cars:         Volvo Toyota Mercedes Rolls Royce Hyundai Chevy Ford Porsche Now try it with these companies and institutions:         Welfare Department IRS American Red Cross Microsoft Enron DMV Exxon FBI The companies themselves created these images and aroused feelings in you. Of course, we are affected by our environment and our experience, 368

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