Norm Robinson,
Advertising Marketing

Image is important. It's in everything you do in your business. It's on your coffee cups, it's on your letterhead, it's on your signage and everything. You can go through IBM, Coke-a-Cola, all of those kinds of things that became brands years ago. It's no longer image it's brands. Brand ID.

If it's not important to that business, it's not important. You can't change that. You can't sit with that person and say, look, let me try to explain to you the value of this image. Cuz you're not talking to the choir. You're talking to someone who's more concerned with other aspects of their business. And that's OK.

They have to feel good about this whole image change. It has to be them. It has to be reflective of them.