Financial Planning – A Road Map to a Secure Financial Future

August 31, 2016

Would you leave on a trip to a new destination without a map? What if your destination is a successful financial future? Without a map, would you know how to get there?Financial planning provides a road map for your financial life. It can make the journey less stressful, more fun, and more successful. And, you can start right now – even if only a few steps at a time.In today’s uncertain economy, financial planning has become increasingly important. With an overwhelming number of options for saving and investing, managing your finances can be difficult. Creating a financial plan helps you see the big picture and set long and short-term life goals, a crucial step in mapping out your financial future. When you have a strategy and a financial plan, it’s easier to make financial decisions and stay on track to meet your goals. Working with a CFP CM professional can secure your financial wellbeing and give you peace of mind and help you reach financial planning success.Some people decide to do their own financial planning, but you may want to seek help from a Certified Financial Planner CM professional if you:Want to better manage your finances, but aren’t sure where to start.
Don’t have time to do your own financial planning.
Want a professional opinion about the plan you’ve developed.
Don’t have sufficient expertise in certain areas such as investments, insurance, taxes or retirement planning.
Have an immediate need or unexpected life event.

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Destination: Setting Goals
Financial planning starts with setting goals. After all, you need to know where you want to go before you can decide how to get there. Your goals can be short-term – for example, paying a credit card debt in six months; medium-term – such as saving for a down payment on a house in two years; or long-term – such as sending your kids to college in 15 years or your retirement. Write your goals on paper, including rupee terms and dates. Keep the list in sight so you can refer to it for motivation as you keep working toward your goals.Starting Point: Where Are You Now?
Next, get a realistic picture of where you are financially. List everything you owe (liabilities) and the value of everything you own (assets). Also, track your monthly income and expenses in a notebook or on a budget form. Even if it’s not a pretty picture now, that’s OK. You’ve faced your financial situation, and financial planning will help you improve the picture.Avoiding Potholes: Insurance, Debt, Job Loss, Taxes and Estate Planning
Financial potholes will inevitably come your way – stock market downturns, recessions, losing a job, wrecking the car, paying for an illness. You may not be able to avoid these potholes, but you can minimize their financial impact. Here are a few suggestions:• Have adequate insurance. Insurance prevents financial catastrophes, so don’t put off getting it. Insure what you cannot comfortably afford to replace. For most people, that means having the following insurance: auto, renters or homeowners, liability, health, disability and life insurance (if someone depends on you financially). Take advantage of insurance offered to you at your job and supplements it with insurance you buy on your own. Shop for the best price, but make sure you buy from a reputable, financially sound insurance company.• Control debt. Having a lot of debt puts you at financial risk. If you’re spending more than you earn, start using a budget to plug spending leaks, and make paying off your credit cards a top priority.

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• Job loss. You can’t control the economy or a company layoff, but you can control how much time you invest in keeping your skills sharp and in meeting people who may help you find a job in the future.• Taxes. Computer software can help you find deductions on your tax return. However, if your financial situation is complex, you may benefit from working with a tax or financial professional who can suggest tax strategies and make sure you are getting all of the credits and deductions due to you.• Estate planning. Every adult should have these four basic documents: will, general durable power of attorney, medical power of attorney and a living will (also called a medical directive). A financial planner can guide you and refer you to an estate planning attorney to draft these documents.There are many benefits of financial planning. If any of the above questions apply to you, it may be time to call a Certified Financial Planner CM professional to help you reach your financial goals and achieve financial success.

How To Start A Photography Business – Knowing When You’re Really Ready And Knowing Other Differences

October 6, 2016

Here’s a question: How do you know when you’re ready to start a photography business? Answer: When you ‘know’ that you ‘know’ (the doublespeak is for emphasis) the difference between your artistic photography skills and your understanding of business. Knowing the difference makes the difference between success and failure when you start any type of business, for that matter.Tip #1Think about it, the art of taking pictures is getting easier and easier – especially with the advancement of technology. Digital technology has made photography so easy that it appears that everybody and their brothers and their sisters are photographers! Such ease makes photography a very popular attraction and very compelling to start a photo biz.But, what many budding photographers fail to realize and take seriously is that: Business is Business. Whether selling teddy bears, cell phones or photography, the business principles are the same. And they are basic and simple (not easy – simple). Successful photographers aren’t necessarily the most skilled. They understand and practice the basic and simple principles of running a photography business. They also don’t confuse the quality of their photography with the need to plan, market and operate their photography business.Don’t be confused! You must consistently produce top-notch quality products and photographic services. Constantly improving your skills is critical. So is the learning and consistent practice of business principles. If you don’t consistently practice the necessary business principles, budding photographers that do know the difference and practice the principles will get the customers and the business that should be yours. If you fail to practice the principles you will fail at your photography business attempts. Period. You will be another charter member of the ‘starving artist’ club! There’s a reason why they’re ‘starving!’

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Once you do start a picture-taking business, every day that you’re in business there’s opportunity to grow and prosper, and the chance to stagnate and fail. Your being clear on the difference between photography practices and business practices determine the success of your photography business more than your photographic skills and talents. Be sure to spend as much time developing your photography skills as you do your business (marketing, self-promotion activities, for example) skills and you will find success.Compliment vs Reality – Tip #2Most budding photographers have this experience: a good friend, family member or neighbor sees a photograph and ‘raves’ how good it looks and how ‘valuable’ it ‘should’ be! Somewhere in their raving they proclaim, “you should sell that, you’ll probably make a lot of money!” Red flag warning! What is given as a compliment of your photograph is instantly translated to your having a “diamond” that you can sell and that will change your ‘status’ in life. Here’s a test: the next time you receive such a ‘compliment,’ do this: thank them and then ask them how much are they willing to pay you for the photo? I promise you that the same ‘expert’ that just raved about your valuable artwork will pass on the ‘opportunity’ to grab up your ‘valuable’ artistic photo. In the photography business value is determined by other criteria than a compliment or two. Knowing the difference contributes to your success in business.Develop your knowledge and skill and your confidence as a photographer will dramatically increase. Likewise with business: develop and practice basic business principles and your confidence as a successful professional photographer will dramatically increase. I promise.Research Builds Confidence – Tip #3Do your research. Go online and read the available research on the business of photography. Read before you buy. Online research is just a click away. Take your time. Take advantage of free and easily available information online. If you choose to buy something offered, determine what goals you want to accomplish and ask yourself will what you’re buying help you to really meet your goals. Avoid the resources that promise and guarantee you that you can make $200 – $300 a day overnight – for obvious reasons. Also, there are no “secrets that the pros don’t want you to know!” There is information that you do not know now. But, isn’t information that is unknowable or impossible to find out – they’re just unknown to you at this time. Do your research. Besides, if they’re for sale, how “secret” can they be? Do your researchIn the business of photography, it is more profitable to specialize. Specialization (also referred to as your “photography niche”) is how your customers will find you. Another development of technology is how customers – those who can afford and are willing to spend money for photography – find the photography that they buy. They look for something specific (in photographer speak that means “photography niche”). Go online and do a search on “photography niche” and take advantage of the information available. Remember, read before you buy; there are no “secrets that the pros don’t want you to know;” and great photography does not sell itself. In the world of business, nothing does.For business purposes, go online and do a search on different business topics that you want more information about. For example, do a search for “photography marketing” or “marketing for photographers” or “amateur photography tips” or “how to sell photos online” or “how to start a photography business” etc. etc. Read before you buy.Know And Start Where You Are And Be ‘Sincere’ – Tip #4

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Start where you are with the equipment that you have. If you don’t have a photography studio don’t take on photography jobs that require a studio. Don’t be all things to all people – remember, specialize (research “photography niche” – you’ll be head and shoulders above the majority of your competition). If you feel that you have to purchase equipment to take on a job – that’s a red flag that you’re not ready, yet. In successful photography, the profit is in the “photography niche” and your understanding of that simple difference.Doing your research will prepare you for one of the biggest challenges most photographers have – pricing. The challenge of knowing exactly what to charge stops most of us in our tracks. It shouldn’t! Do your research. Search “photography pricing,” for example. The information is available and most of it is free. Remember, read before you buy.In my opinion, there really is no one criteria needed to start a profitable photo business. However, my experience has convinced me that self-confidence is the most significant asset a photographer in business can possess. You develop that self-confidence by knowing what you know and knowing what you don’t know – and being crystal clear on the difference. Confidence is gained by knowing the necessary criteria needed and knowing that you possess the knowledge and skills to consistently accomplish tasks in a satisfactory manner.Research, develop and practice both your photography knowledge and skills as well as your photography business knowledge and skills.Finally, when vaudevillian, George Burns, was asked what was the secret to his successful career, he responded – “sincerity, be sincere – even if you have to fake it!”

Short Introduction of Canteen Related Products

August 5, 2016

These days one can find a lot of new, modern, technologically advanced appliances made for the kitchen. Earlier Refrigerator, Gas stove, Toaster, etc. were considered to be very Hi-Fi appliances. But these days one can find them in every house, yes, even the poorest of slums. One cannot live without them and their prices have fallen so much that almost everyone can afford them.Today all these appliances are considered as basic/fundamental kitchen appliances. New advanced appliances include the latest of Microwaves, Dish washers, Electric Ovens, and many other kitchen Gizmos. They are offered by almost all the leading electrical companies of the world like Sony, Samsung, GE etc.

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Kitchen Appliances are broadly of two types, Basic or Fundamental appliances and Luxury kitchen Appliances. Basic appliances are the ones without which one can not survive in the kitchen today. Like we can not cook without a stove, or store food without a refrigerator.Coffee maker, Tea maker, etc. are treated as luxury appliances. Luxury kitchen appliances are those appliances which one purchases for luxury, that is, to reduce ones workload in the kitchen, and to make some tasks easier. For example, you don’t really need a coffee maker everyday, but they make your job a hell of a lot easier when you have guests over. Similarly, you can make tea on the stove, but it’s much easier to use a Tea Maker for it.The luxury appliances are generally more expensive than other basic ones. But one can purchase them at a discounted price during seasonal sales or by purchasing a lot of such appliances together at a whole sale price from a wholesale canteen/kitchen products shop. There are many such offers running these days which take place every season, say at the end of the summer and winter for example. You can also buy luxury items in second hand shops though you need to make sure they items you purchase are fairly new and in good working condition. Second hands luxury goods come very cheap, though there is no guarantee on their usable life.

Womens Health – The Secret Behind Good Health

October 22, 2016

Maintaining good health is important for women as they have to do many activities in the daily life. Lots of women have been suffering from many types of Womens Health related problems due to the lack of essential vitamins and minerals in the body. Vitamins are very important and essential ingredients for the body because the help the body organs function properly and due to this reason they need to keep themselves in a good health. Good quality vitamins help the women in slowing ageing process, strengthen the immune system, improve the energy levels and also support the hormones. But before looking for vitamins, a medical consultation is very essential as the medical professional will be able too find out the most suitable vitamins as per the body formation and functionality of vital organs.

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Physicians can provide better guidance when it comes to the Womens Health care as lots of studies in the medical field have proven that the body of women needs lots of anti ageing substances which are natural and provide specific benefits to their health. Fresh fruits and vegetables always help in supplementing for the vitamins and minerals required for the body. Apart from vitamins and minerals, women also require nutrients like amino acid, antioxidants and so on.Nutrients are important for both the genders but some nutrients are specially required for Womens Health because they are much important in balancing their female hormones. It is a fact that the women who are between 25 and 45 years of age need extra bit of care for the maintenance of their good health. Osteoporosis is a significant situation in women which begins when they attain 30 years of age so a diet of calcium and magnesium supplements and other necessary nutrients regularly are specially recommended to those who attain the age of 40.

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It’s important for the Womens to give proper care to their health and get the regular checkup done to keep them fit and disease free.

Evolving Healthcare Trends

September 18, 2016

The model trends in the healthcare system have been changing over the period of time. The old trend gave importance to the individual patients and the emphasis was on treating illness. The goal of the hospitals was to do inpatient admissions, fill up the beds and more emphasis was given to acute inpatient care. The role of managers in the old paradigm was to run the organization and coordinate services. In the old system, all providers were essentially the same. The hospitals, physicians and health plans were separate and not integrated.The newer trends that evolved gave importance to the population as a whole. It not only treated illness, but emphasized on promoting the wellness of the people. The goals of the healthcare system after being transformed over the years is to provide care at all levels which is continued. The role of managers in the new paradigm is more broad. They see the market and help in quality and continued improvement. They not only run the organization, but also go beyond the organizational boundaries. In the evolving system, the providers are differentiated according to their ability. The hospitals, physicians and health plans have formed an integrated delivery system.One of the current trend in the healthcare delivery model is that continued care is emphasized. The key professionals are not only treating patients for their illness, but they are promoting and managing quality of health. For example, a patient with high cholesterol visits a doctor. He is not only given one-on-one medical treatment, but he is also offered to attend a group session where information is provided on how lifestyle and behavioral change can help. The patients learn from the clinicians and also from each other. Another current trend is to take care of the health of the defined population and not only individual patients. All the health needs of the population as a whole are identified and served. It is emphasized that the community uses the health and social services provided. Healthcare has become more population-based. Another trend that has evolved is that the hospitals, physicians and health plans have got connected and have formed an integrated delivery system. More investments are being made with a goal of providing services to the customers and retaining them.There is a beneficial impact in the transformation of healthcare towards emphasizing continued health. The way healthcare has been viewed in the past has been changing. The shifting of care from treating acute illnesses to providing continued care is resulting in enhancement of the health of the people. The only appropriate and feasible model is to provide a continuum of care with the emphasis firmly on the family and community. The health of the population and community is considered as a whole. This is advantageous as it creates value in the healthcare delivery system. The healthcare providers work with the community as a whole and consider to improve the health of the general population. Even though this requires new kinds of ways of organizing and managing healthcare services, it helps in understanding the health needs of the target population. By studying their needs, the right health and social services could be provided to them. Examples of promoting wellness of the whole community are organizing health campaigns and providing preventive education to the people in general. Another example is providing awareness about flu vaccines and encouraging people to get the vaccination.

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Integrating the healthcare delivery system has led to certain advantages to the patients. For example, they can be offered alternative sites of care depending on their convenience. It helps in meeting the needs of the customers and their preferences which is taken into account. The number of providers are expanded and the patients get to have a choice. The relationship between providers and health plans are organized in the current trend and this ensures that the right care is provided in a convenient way to the customers.There are defined budgets and expenditure targets for the populations which implies that there is a need to be efficient and productive. The formation of strategic alliances, networks, systems and physician groups can also add value. There are capitated payments and budgets allotted to the healthcare organizations. These are used to provide care to the defined population. The organization might like to improve on the payments and budgets as the expenditures of the companies increase. This results in the management to make decisions like forming strategic alliances with other organizations and increase the total resources. The growth of such networks will help in providing better care to the customers. Financial resources greatly influence the efficiency and productivity of the organization.The aging population is influencing the healthcare delivery. There is increased demand for primary care of people over 65 years and for chronic care of people over 75. The ethnic and cultural diversity is also influencing the healthcare delivery. This provides a challenge in meeting patient expectations on one hand and diverse workforce on the other. Biological and clinical sciences have met with technological advances and have led to new treatment modalities. This has led to open new treatment sites and manage across the organization. External forces change the supply of certain areas of health professionals like physical therapy and some areas of nursing. The management needs to compensate for such shortages and they need to develop different teams of caregivers at different work sites. Changes in education of health professionals implies that the management be more creative in offering healthcare services. With an increase in diseases like AIDS and morbidity from drugs and violence, there is more and more need to work with community agencies, form social support systems and there is a need for more chronic care management. Advances in information technology is another area where there is a need to train the healthcare employees in new advances. They also need to manage issues of confidentiality and rapid information transfer. Increasing expansion of world economy has led to more competitive management of strategic alliances, care of patients across the nations and of different cultures.Current environmental trends impact the healthcare delivery model. Organization’s success depends on its external and internal environment. The complex environments made up of uncertainties and heterogeneity of components leads to different organizational designs. The current environmental trends influence managerial and organizational decision making. The unique challenges facing the healthcare delivery organizations should be analyzed in order to develop and implement new and effective operational processes and strategies. As an impact of current environmental trends, the healthcare delivery system needs to improve individual, team, and organizational accountability and performance. The impact of advances in medical knowledge and information technology on the process of healthcare delivery should also be examined, and it should be leveraged to improve quality of care, process and cost controls, and revenue. New strategies would need to be identified and implemented for learning and performance improvement to create a culture that supports accountability, safety, and high-quality care. Innovative models in healthcare delivery would also be required in order to develop and implement strategies that promote organizational success and competitiveness.Due to the current environmental trends, more emphasis is given to the customers and there is more of a patient-focused care. The healthcare delivery model has been shifting to the community based care. There has been an increased modification in care processes. The traditional ways are being challenged and more experiments are being performed to fulfill the demands to improve the quality of care. Due to the shift in the environmental trends in the healthcare delivery model, more emphasis is given to quality improvement. This will help improve the performance levels of key processes in the organization. The performance levels are being measured, the defects are eliminated and new features are being added to meet the customer’s need efficiently.There is a new emerging contemporary trend in the U.S. healthcare system. Presently, the management research and assessment have been offered increased recognition. The emerging trend seen is that this is slowly forming an integral part of managerial and organizational effectiveness. With the emerging efforts in information management, it is leading towards clinical and financial networking. The trend seen among the physicians and nurses is that they are being increasingly involved in managerial activities. The managerial trends are also changing with respect to role performance and changing values. The managers role is getting more and more recognized in managing finance and human resources. Management training, lifelong and distance learning is being offered in preparing future managers.The healthcare executives and managers will be faced with the major responsibility and challenge in the years ahead. They will be working with other healthcare providers and will be creating a competitive future for their organizations. They will not only be managing organizations but also a network of markets, services and joint ventures. Formation of more and more strategic alliances and partnerships will lead the management to manage across boundaries. The management will change from managing a department to managing the continuum of care. The management will be following a community-based approach. Trend in management is also shifting from just coordinating services to providing improvements in quality.As the demands in healthcare are increasing, the management is responsible for forming performance standards. The management is also challenged to maximize the productivity and quality to serve the health needs of the community. The management is looking after the demands of the external environment as well as attending to the performance of the internal environment. The management is responsible for the performance of the organization.Healthcare organization leadership will be responding to new trends and competitive forces. It will respond to continuum of care, overall health status of the population and more complex organizational structures. These emerging trends in the healthcare system will effect the organization’s leadership. The future managers would need leadership skills and vision to integrate the organizations and help in providing the best care. The managers will have to be committed to leadership and work on giving their organizations the best place and help their organizations adapt to the changing circumstances. More value will be given to leaders who will be able to lead the change process. As changes are inevitable for the betterment of the organization, the leaders should be able to identify how the change is to be received and how it is to be communicated at all levels of the organization without damaging the implementation process. The leaders might have to deal with increased pressures due to organizational complexity.

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The leader in the organization provides strategic direction to the organization, manages diverse stakeholders, becomes mentors for management, is willing to take risks, helps the organization interact with the external environment and attends to the internal needs as well. Where required the leader will involve physicians in governance process and align physician and organizational interests. There will be a need for formation of learning organizations. Transformational leadership will create the required vision for the organization. Leaders will have a greater role complexity and they themselves will have to adjust rapidly to new situations. The healthcare organization leadership will have to live up to the values of the organization and will help in fulfilling the mission of the organization.Individuals and groups within the healthcare organizations require more and more competencies. An enhanced lifelong learning is required due to the fast, changing environment. The individuals and groups within the healthcare organizations will be benefitted as there will be rapidly developing medical technologies which will result in increased services. More sophisticated health services will be provided to the consumers. The range and quality of services provided will be regulated for the benefit of people requiring home care, long term care and ambulatory care. The anticipated future development will also result in the increased competition among the health services organization. The individuals and groups will be involved more and more with the community for issues like drug abuse, teenage pregnancy and violence.Individuals and groups will be faced with increased strategic planning and management in the healthcare organizations as there will be ever increasing involvement by the trustees and physicians. As the future environment in the organizations will be more complex, the individuals and groups in the healthcare organizations might feel more pressurized. They will need to serve the changing demands of the community as the population of elderly patients will increase. These individuals will require more professional training, increased levels of education and should be taking part in continuing education programs.Due to the anticipated future development in the healthcare organizations, those individuals and groups will be valued, who are adaptable, committed, are able to add value and embrace change. These individuals will be required to experiment more and help in redefining the mission and goals of the healthcare organizations.

Pros and Cons of Wild Animals As Pets

October 6, 2016

Many people find the idea of having wildlife as pet as exotic and exciting. However, if you want a wild animal as a pet, you should have thorough understanding of the animal and its behavior and needs. The people who have these animals as pets are invariably trained to handle them, but even they will tell how unpredictable these animals can be. You may have read stories in the newspaper of zoo keepers being mauled by their wards.So, having wild animals as pets has become quite a sensitive and controversial issue. Some people like to highlight the pros, while others just point out the cons. However, both should be weighed equally and only then a decision should be taken to keep a wild animal as a pet.Here are some pros and cons of wildlife as pets.Sometimes, conventional pets like dogs and cats cannot be kept due to lack of space. In such circumstances, one can keep a wildlife like a hedgehog or gecko as a pet as they do not require that much space. Some wild animals have their own benefits. Like a hedgehog can be used to keep insects and others pests at bay in a house.

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Often it has been seen purchasing a wild animal can be cheaper than purchasing a pet that is popular and has a pedigree.Also, many proponents of wild animals feel that some species have a better chance of survival if they are adopted. It has been seen that the dart frog is facing a problem in the wild as its natural habitat is diminishing. Hence, if this animal is adopted, it will have a better chance of survival.However, there are sufficient cons and disadvantages of owning wild animals as pets. First of all, one has to take into consideration the welfare of the animal. Having a wildlife means giving due consideration to its diet, exercise and social interactions. Often, the animal will not have any interaction with other animals of its own species and will be left to leading a lonely and solitary life. Also, the owners will not be equipped to provide proper care to the animals as they may not be well-versed in these things. Many wild animals look cute and cuddly when they are small. However, as they reach adulthood or sexual maturity, their wild side takes over and the animal becomes aggressive. This is the time many owners abandon their pets or give them away to zoos.Wild animals are carriers of many diseases that are lethal to humans. For instance, reptiles and amphibians are carriers of salmonella infection and each year thousand of people in the US contract this disease due to their pets. Also, rats imported from Africa are known to carriers of monkey pox. An outbreak of this disease occurred in the US in 2003 when Gambian rats brought in the monkey pox into the country.

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Above all, the demand for wildlife as pet is increasing. So, many illegal traders are taking advantage of this demand. Most of the wild animals are captured and then transported in cruel and inhuman manner to reach their owners. In addition, majority of the owners do not know to take care of the animals and this causes them to fall sick or even die.So, weigh the pros and cons of having wild animals as pets before jumping to adopt one. Make sure that you are properly equipped to handle the care of the animal. Do not adopt one if you have any doubts.

School Security – Reviewing Your Options

September 26, 2016

University, College and School SecurityFirst, our heart goes out to the family, friends and my niece at Virginia Tech.Consultant vs. SalespersonWhen you have a security related problem, where do you go for answers? Many people turn to a security salesperson. This salesperson may offer a service like security guards or a product like security alarms. To receive total security protection, it is best to speak with a security consultant and not a security salesperson. A consultant can advise you in all areas, where a salesperson can only advise you on products or services their company offers.ConsultantA security consultant is a person trained in many areas from communications to alarms. They can review, advise and provide solutions to many problems. If you have a security problem, you first need to speak with a security expert. After you receive options, then you can seek out a security salesperson that meets your requirements. Never go to a salesperson first. This is where 99% of the public makes a mistake. If you want to buy a car, would you talk with a tire salesperson?A consultant will visit your location, conduct a detailed inspection and create a full report on their findings. Such a report might include things like employee habits, ease of access, landscaping problems, communication weakness, visual needs, and much more.To get the full picture of your security needs and solutions to correct problems, you need an expert in many areas. A security consultant can provide you with options and sources to meet your requirements.Consultants may also review details like placement of camera’s, types and needs for lighting or security film on glass. They can also review things like emails related to threats, student interaction and area warning systems.A consultant will promote their background and your needs in all areas, where a salesperson will only promote their product or service as related to one or two areas.Salespeople are Not ConsultantsSecurity SalespersonA security salesperson is a person which offers a product or service that their company sells. Many times, this is the extent of their job. Some salespeople are just starting in the business and lack the knowledge. Some salespeople have been in the business and have a limited amount of knowledge. Then you may encounter the expert salesperson. This type of salesperson will make you think that their product or service will be the answer to all your problems.Now, we do not want to put down security salespeople, as they do play a major part in the security industry. You as the customer need to understand that a security salesperson may only be able to talk about their product or service. Many states have different requirements for consultants and security salespeople. Ask to see your salesperson’s state security id. If the id says consultant and sales, then they can consult. If it just says sales, then they can just sell.There is no single solution to security at a location. No salesperson should ever advise a customer that their product or service will cure all. Just because you were sold camera’s does not mean a person can not break in a window. Just because you were sold an alarm system does not mean your student’s cars will not be damaged. For good security, you need to look in all directions, not just one or two.There are more security salespeople than are security consultants. Many salespeople try to act like a consultant, but a consultant will not act like a salesperson. A salesperson will sometimes be given a basic level of training, where a consultant may receive years of training in many subjects. A security consultant is many times former military or a former police officer. A security salesperson could have been a golf pro the day before. I have seen all types.Before you risk lives and property, you need to check out your security advisor. Ask your local police department to review the advice given by your security expert. Most of all, understand that good security will require several solutions.Good Luck!P.S.Yes, there is a former golf pro out there selling electronic security system to business sites in our area. So just because they sell it, does not mean they know it. Check them out and forget the business BS they feed you at times.Human ErrorWho is watching? You may have camera’s or guards protecting your site. One of the biggest problems with security is human error. People tend to sleep on the job, play on the job, look the other way or even think an event is not important enough to report. This is wrong and should be corrected.Lives and property are protected by people that make just above a basic wage. Many of these people have limited education and skills. Many of these people do not care about you, your people or your property. Face the facts, these people are there for the paycheck and that’s it.Do you know what a real security expert makes per year? A real security expert makes on the average over $100,000 a year. A real security expert will use their former training to protect you and your property. A security guard makes on the average about $8 per hour or about $8,000 per year. They will use their one day training to protect you and your property.

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Which would you rather have protecting you and your property? Why would you cut cost to protect lives so important to others? Real security will cost. There is an old saying; “You get what you paid for”.ProtectionThe best level of security you can have is to hire off duty police officers to work at or patrol your location. An off duty officer still has full arrest powers and knows how to handle many types of problems. Speak with your local police department for more information.The next option you have is to hire Conservers of the Peace (COP). These are special police officers approved by the court system in your area. The officer has full arrest powers, but is limited to covering a single area. This area can be your site or even a city block.You could use armed security officers. These officers have limited arrest powers. They may be able to arrest if; (a) on your site only, (b) with owners permission, (c) with security company’s permission, (d) approved by the state. This option puts great risk on the property owner for legal damages if things go wrong.Last option is to use an unarmed security officer. This is the worst thing you can do if you are looking for security. An unarmed security officer is acting as a regular person. Many state do not allow them to make an arrest. They are good only for id checks, to open a door or to give someone directions. Many companies will use unarmed security guards because they are cheap. Then the company will complain when they have security related problems. You get what you pay for!Related ProblemsSecurity related problems may include: Lazy people, Sleeping on the job, Looking the other way, Failure to report all events, Tampering with equipment, Stealing from property owners, Giving out secure information, Thinking it’s a joke, Failure to follow SOP, Leaving the site without approval, Unprofessional toward employee’s and guest and much more.GuardsSecurity company’s will enter into a contract with a business or site. The contract may require people to sit at the site and monitor events. The contract does not state how much training a person needs. It does not state how long a person has been in the industry. It does not state how much sleep the person got the night before working. Because many security contracts do not reflect these areas, a security company will put just about anyone on the site.I have seen security guards be interviewed on the spot, be given a reading test, handed a uniform that did not fit and placed on a site to work that night. The security company’s only requirement is to keep the proper number of bodies on a site. They could care less if the person knew anything or not. It’s business and profits to them.If you contract or hire guards, you need to test them. Once a month, you should have someone unknown to them, try to get past the guards and then follow the trail. Did the guard stop the person? Did the guard report the events? Were the proper people notified? Test like this can help imporve your security and force guards to become ready for a real event.Another method you need to use is monitoring. You need to link any camera’s to a private location. This can be your office or the internet. Once every few days, look in on the camera images and then call a guard. Tell them they did a good job checking an id or let them know you were watching and just wanted to say they were doing a good job. This does two things for you. One thing it does is let the guards know you are watching them and the other thing it does is lets them know they are doing things right.Last thing you should do is watch the outside of your building. Many guards think they are out of camera view and will try to do things they should not do. Some will go to their vehicle and sleep, some will meet a friend outside and chat for an hour or so. Other will try to sneak things out or into the building. Watching outside once a week will let you know what is really going on at your location.One company I know had a problem with missing laptops. They advised the guards to check each person with a laptop to see if they had approval to remove it from the building. After a week, the guards relaxed on their duties. The owner then had someone enter the building, pack up all the laptops on one floor and hide them inside the building. When the guards checked the floor, they noticed all the laptops were gone. The owner then advised he was the one whom hid the laptops to prove a point. After that event, there were no more missing laptops. Sometimes you have to scare the guards into doing their job.InstallersYou may be having an alarm or camera system installed. Do you know if the installer is legal? Many company’s fail to check out their installers. They think the security company has done their job and the person is ok. This is the wrong way to think. This is your building, your security or camera system, your protection against crime, why would you not check out everyone.The state and federal agencies check out everyone connected to the installation or service of their security equipment. They look at the company, the salesperson all the way down to the person pulling the wire. You should do the same thing.When it comes to a security equipment installer, many installers must pass a background check conducted by the state. Once a person is approved by the state to install security equipment, the state will issue them a security id. The installer is required to carry the id anytime they are installing.As the property owner, you can check out to see if the installer is legal or not by asking to see their state security id. They are required by law in many states to show the id when requested by the property owner. If they refuse or give you some lame excuse, then call the police. A police officer can check to see if the person is approved by the state to install security equipment.Now, you may say “Why do I need to check their id?”. Some companies will use unlicensed or unregistrated people to install systems when the workload is high. Others will use illegal contractors to cut cost. Giving out secure information or information related to a customer’s security system, to an unapproved person is against the law in many states.This shady person can get your security code, learn placement of devices, learn when you are there and much more. They may return later to clean you out. Always check to see if the installers are legal. Do not trust the security company’s word. I have seen some top security companies use illegal contractors to install security equipment.The ReviewThe first thing you should do is walk off your property about 20 feet. Turn around and look. You need to make notes as to what you see. Are there trees blocking the view from a police car driving by the site? Are there items laying around that can be used as weapon? Is all the lighting working? What else do you see wrong?Doing things like this is called a security check. This should be done once a week. Keep records of any changes made by your staff.You can start with adjusting shrubs and trees. This is one of the biggest problems. People hide behind them, they have done this for 50 years and will continue to do so in years to come. Do not help them out. Never install a high shrub fence near a doorway. Keep all tree branch’s about 10 feet away from the building.Pick up any items laying around. Have all ladders stored away and secured after being used.Wait until dark and check all outside lights. Look for dark areas near the building and any parking areas. If using camera’s, you may want to install IR spotlights.You want to look at the windows and doors. Are there broken windows? Are doors left open? Are people holding doors open for others? Have locks been improved and are they being used? Is there security film on the windows or glass areas?Look at the parking area. How far does one have to walk to get to their vehicle? Do security officers walk people to their car? Do you offer a mobile security patrol unit to tour the outside of the building?Do you need to install barriers to direct vehilce or human traffic in another direction.Hidden CamerasAre there strange people sitting around outside watching your building? Are there people using video cameras?Have you conducted a RF video sweep for hidden cameras. Visitor’s and students can install hidden video cameras inside your school and learn when you enter an area. Some students install or even wear hidden cameras to record illegal images of women undressing. Do the sweep, you may be surprised at what you find.A simple wireless video receiver is connected to a small handheld monitor. Walk to an area and tune the receiver from one end to the other, very slowly. Watch the monitor to see if you get a picture. If you get a picture, then use the image to id the location. Do not remove the camera. Wait to see who goes to check the camera. That should be the person whom installed it. Once you id the installer, then you can contact the police.Monitor internet traffic at your school. Many people know about the internet, but there are only a few of us whom remember the newsgroups on the back of the internet. Some students will post threats and other information on these newsgroups. Have your computer expert install a keyword monitoring system. This will alret you when special keywords are used on your computers.Threats by CellphoneStudents have turned to making threats by cellphones. This can be a threat toward another student or to the school. Place signs up that restrict cellphone use while on school property or during main school hours. Talk with students about getting threats by cellphone, let them know you are there to help.There are so many areas outside of a building, that relate to security. Speak with a security consultant for advice.EquipmentThe list of equipment that can be used is very long. On the outside you can install IR Beams to alert you of people walking near a building or use hidden microphone’s to hear someone walking across the grass. You can use motion activated camera’s to see movement or install thermo sensors to pick up a person’s body heat.

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You can look at the option of driveway sensors, air pressure sensors, contact sensors under door mats, grounding sensors on handrails and even use sensors that detect body odor.For the inside, you have camera’s, door contacts, card readers, bio sensors, pressure mats, glass breaks, microphone’s, heat sensors, changing air pressure sensors, motion sensors, IR beams, microwave sensors, RF sensors and many more.Think FirstA security consultant can review your site and provide you with options. We have listed just a few things that may improve security at your school. Each location is different and should be reviewed on it’s own merit. Once you have the list of corrections that are needed, you can then contact a security salesperson in that field.Other areas to consider are computer security, area horns, paging systems, panic button keychains for insturctors, RF taging system for instructors and students location while on the property, cellphone 211 notification system, emergency locking system for inside doors, able to lock classroom doors, security doors or safe rooms, classroom emergency phone system, microphone’s in classroom ceiling, outside emergency video patch for police.You may also want to use an RF remote command control center. This is a wireless unit worn on the arm or held in your hand. You can open doors, view camera’s, lock out card readers, lock doors and more, all from up to 1/4 mile away from the site. It is a system used in some jails to take back control of a command center if taken over by inmates.Always look into and report any person or students that you consider a threat to others. Set up your own security team. Update your SOP to meet today’s students and technology. Spend the money for a consultant. They may save you money in the end. No site, not even a jail is 100% secure. You can only do your best and that is all anyone will ever ask of you. Do not go the cheap route, it may cost someone their life.Read more at http://www.securitytoday.netAbout MeI just wanted to share some of my knowledge with everyone and hope you have learned something. I write a weekly magazine at http://www.securitytoday.net for anyone interested in learning more.Over 15 years in the sales, design, install and service of electronic systems. Background in secure communications, electronic security systems, cctv, matv, card access, fiber optics, Bio systems, fire, professional audio/ video, gate controls, wireless devices, RF uplink/downlink and more.Most recent major position was to repair security systems for 40 locations to include a bridge and 2 tunnels damaged by the attacks of 9/11 in NY/NJ. I was picked out of over 10,000 people for the contract due to high skill level in many areas. This contract was funded by an emergency act of Congress. I then worked to design a new electronic security system to withstand future attacks.I provided supporting design for a $10 million electronic security proposal for British Airways property at JFK airport.I was requested to sit in on the first phase for the restructure of nationwide airport electronic security, under a new TSA contract with Lockheed Martin in Virginia, USA.I have been a major installer on high security jails in Virginia.I have built a broadcast station for the US President at a military post and linked it back to the White House.I installed a broadcast TV station for the US Coast Guard in NC, USA.I was former communications coordinator for World Cup Soccer ’94 in Florida and before that I was a Secure Communications Expert with the US Army, teaching and repairing major communication systems.I have several awards from the US Pentagon and the military for new inventions.I am willing to work under contract with your site to review your need of electronic system improvements.I am CEO of Young Media Group, LLC and produce several publications and video’s related to the electronic security industry and music industry.Visit www.securitytoday.net or www.youngmediagroup.net [http://www.youngmediagroup.net]

What a Pharmacy Technician Does

October 13, 2016

What Does a Pharmacy Technician Do?I have been writing articles on why and how to become a pharmacy technician, but some recent feedback has made me realize I left out the obvious. What is it that pharmacy technicians do in a pharmacy? Most people figure they help the pharmacist enter prescriptions and count pills. This is true for an outpatient pharmacy, also called a retail pharmacy, but there are many roles for pharmacy technicians in healthcare. The rest of this article will list different types of pharmacy settings and the roles that pharmacy technicians have in these settings.Community/Retail Pharmacy:I have worked retail, and I prefer other settings; however, it is where a large percentage of pharmacy technician jobs are found. What a pharmacy technician can do is determined by the state they work via state laws and rules. In general, technicians cannot provide clinical information to patients or be the final check for prescriptions. In some states, technicians are allowed to provide information on over-the-counter (OTC) medication (ie, medications that do not require a prescription, such as, acetaminophen and ibuprofen). Pharmacy technician tasks include, but are not limited to:• Collecting patient information (insurance and personal information as needed)
• Entering and processing prescriptions in the computer system
• Filling and selling prescriptions
• Requesting refills from doctor offices for patients
• Compounding medications that are not commercially available
• Ordering medications
• Restocking shelves
• Answering the phone
• Working with insurance companies on approving payment for certain medications
• Maintaining the cash register and conducting accounting functionsHospital Pharmacy:There are many different roles for pharmacy technicians in a hospital pharmacy. I know this type of pharmacy best since this is where most of my work has been. The most common are technicians who work in the central pharmacy. In addition we have decentralized techs, sterile compounding techs, billing techs, OR techs, narcotic techs, database techs, automation techs, team lead techs, and buyer techs. These technicians as a whole perform the following tasks, but not limited to:

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• Filling new orders, this includes a variety of medications from oral medications to specially prepared sterile compound medications (including chemotherapy meds)
• Answering the phone
• Tubing medications (if the pharmacy has a pneumatic tube station)
• Preparing medications for delivery
• Delivering medications
• Assisting floor pharmacists with medication histories
• Assisting floor pharmacists with IV drip checks
• Handling missing dose calls
• Billing medications where nurse charting does not bill
• Maintaining the pharmacy database
• Restocking operating rooms and anesthesia trays with appropriate medication
• Dispensing and tracking all controlled substances throughout the hospital
• Maintaining automation equipment [automated dispensing cabinets that store medication on nursing units, automatic fill systems (typically called Robot-Rx)]
• Purchasing of all medication and supplies needed in the pharmacy
• Leading and managing the technician workforce, including upkeep of schedulesLong-Term Care Pharmacy:I have worked at a couple of long-term care pharmacies, and I think it is a great place to be a technician. They typically employee a lot of techs because the work load lends itself to a lot of technician tasks. These pharmacies provide the medication needs for nursing homes, assisted living facilities, and psychiatric facilities. The typical pharmacy is located in a warehouse. It does not have an open pharmacy for people to come to; they receive orders by fax and deliver all medications via couriers or drivers to facilities. The oral medication is filled in blister packs (cards of 30 tabs that are used to provide a 1 month supply of medication), or some other mechanism that provide the facility with an extended amount of medication doses that can be safely and cleanly kept until doses are due. Pharmacy technician tasks include, but are not limited to:• Filling new and refill orders (different from hospital because of the number of doses provided)
• Processing new order and refills coming through the fax machine
• Order entry of prescriptions and printing of labels for fill techs
• Sterile compounding of medications (although there aren’t as many sterile compounded medications as a hospital, there are still enough that most long-term care pharmacies have a few techs specialize in sterile compounding
• Billing medications to homes
• Controlled substance dispensing and documentation
• Ordering medications and supplies
• Restocking medications that are returned that are still suitable for reuse.Home Infusion Pharmacy:These pharmacies primarily care for patients that require some form of IV or other non oral medication, and want to receive the therapy at home (hence the name home-infusion). I have also worked in a home-infusion pharmacy. As a tech I had a lot of experience in sterile compounding, and found my self in any position that needed a IV room tech. Pharmacy technician tasks include, but are not limited to:• Compounding sterile preparations in the clean room
• Preparing supplies associated with sterile medication administration for delivery
• Billing medications delivered to patients home
• Coordinating deliveries of medications with patients
• Entering orders in the pharmacy order entry systemNuclear Pharmacy:No, I have not worked in a nuclear pharmacy (I am sure you were staring to think I got around quite a bit, but I have been in pharmacy for about 17 years). I have some friends who work in a nuclear pharmacy. The hours are interesting; they usually come in at about 3 AM and work until about noon. These types of pharmacies make radioactive compounds and they need to be made in a way that when they are delivered to the hospital or clinic administering them, that the dose has degraded to a specific amount. Without going into too much detail, these medications have short half-lives. So they have to time the compounding of the product with the time it takes to deliver the medication and the time the patient is to receive the dose. The job pays well, but as you can imagine, there are not a ton of these positions available. Pharmacy technician tasks include, but are not limited to:

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• Preparing radioactive products
• Cleaning and preparing sterile compounding areas
• Entering orders into the pharmacy system
• Coordinating dose due times with deliveries and preparation
• Billing products to hospital or clinicHealth Plans/HMO Pharmacy Group:I saved this one for last because it is a lot different. Most healthcare plans have a pharmacy department. They manage the pharmacy benefit of the health plan. I have worked with my companies health plan and have spent some time with the pharmacy department. Pharmacy technician tasks include, but are not limited to:• Answering phone calls and providing support for patients on the pharmacy benefit
• Reviewing prior authorization requests
• Providing support to physicians and drug companies for information requests
• Supporting the pharmacists in the department with database and projects as neededAs you can see, pharmacy technician roles can be very diverse. The best advice I can give you is to figure out what setting you would most like to work in and obtain some experiential hours in that setting. I have found that the type of pharmacy you train in is typically the type of pharmacy you end up working in.

Help For the Partners of Sex Addicts

October 26, 2016

Frequently Asked Questions (FAQ’s)· What is sex addiction?Sex addiction is an obsessive relationship to sexual thoughts, fantasies or activities that an individual continues to engage in despite adverse consequences. These thoughts, fantasies or activities occupy a disproportionate amount of “psychic space”, resulting in an imbalance in the person’s overall functioning in important areas of life, such as work and marriage. Distress, shame and guilt about the behaviors erode the addict’s already weak self-esteem.Sexual addiction can be conceptualized as an intimacy disorder manifested as a compulsive cycle of preoccupation, ritualization, sexual behavior, and despair. Central to the disorder is the inability of the individual to adequately bond and attach in intimate relationships. The syndrome is rooted in early attachment failure with primary caregivers. It is a maladaptive a way to compensate for this early attachment failure. Addiction is a symbolic enactment of deeply entrenched unconscious dysfunctional relationships with self and others.While the definition of sex addiction is the same as that of other addictions, sexual compulsion is set apart from other addictions in that sex involves our innermost unconscious wishes, needs, fantasies, fears and conflicts.Like other addictions, it is relapse prone.· How do I know if my partner is a sex addict?Sometimes, it’s difficult to know whether someone close to you has an addiction. The addict might hide the addictive behavior or you might not know the warning signs or symptoms.Here are some of the signs and symptoms:* Staying up late to watch television or surf the Web.* Looking at pornographic material such as magazines, books, videos and clothing catalogs.* Frequently isolating themselves from spouses or partners, and doesn’t inform them of their whereabouts.* Are controlling during sexual activity or have frequent mood swings before or after sex.* Are demanding about sex, especially regarding time and place.* Gets angry if someone shows concern about a problem with pornography* Offers no appropriate communication during sex* Lacks intimacy before, during and after sex, and offers little or no genuine intimacy in the relationship* Does not want to socialize with others, especially peers who might intimidate them* Fails to account for increasing number of toll – 800 or 900 – calls* Frequently rents pornographic videotapes* Seems to be preoccupied in public with everything around them* Has tried to switch to other forms of pornography to show a lack of dependency on one kind; concoct rules to cut down but doesn’t adhere to them* Feels depressed* Is increasingly dishonest* Hides pornography at work or home* Lacks close friends of the same sex* Frequently uses sexual humor* Always has a good reason for looking at pornography (Psych Central.com).· Why can’t he/she control his/her sexual behavior?It’s important for you to know that your partner is not volitionally involved in these behaviors so you can begin to understand and, perhaps, forgive. Most addicts would stop if they could.It’s been said that of all the addictions, sex is the most difficult to manage. This syndrome is a complex mixture of biological, psychological, cultural, and family-of-origin issues, the combination of which creates impulses and urges that are virtually impossible to resist. Despite the fact that acting them out produces considerable long-term negative consequences, the addict simply cannot resist his/her impulses. Individuals who are highly disciplined, accomplished and able to direct the force of their will in other areas of life fall prey to sexual compulsion. More importantly, people who love and cherish their partners can still be enslaved by these irresistible urges.Research has also shown that the inability to control sexual impulses is associated with neurochemical imbalances in the norepinephrine, serotonin and dopamine systems. The use of certain anti-depressants (SSRI’s) has thus shown to be very effective in treating the impulse control problems of many sexual compulsives.Biological predisposition contributes and combines with psychological factors. One of the reasons the “erotic haze” is so compulsory is that it is an unconscious but maladaptive way to repair earlier disturbed, anxiety-laden relationships. It shores up an inadequate sense of self which results from these early-life interpersonal abandonments, intrusions and misattunements.This combination of biological and psychological factors results in an “affective disorder” in the sex addict. Feeling of depression, anxiety, boredom and emptiness are quickly alleviated by immersing oneself in an imaginary world that provides novelty, excitement, mystery and intense pleasure. Sex addiction is better than Prosac. It heals, it soothes, it contains, it provides a “safe place” free from the demands of actual performance, and it gives an illusory sense of belonging. The sense of empowerment in the illicit sex act rectifies “holes in the soul” and lifts the addict from feelings of inadequacy, insufficiency, depression and emptiness into a state of instant euphoria.Relinquishing this very special (but delusional) mental and physical state can result in a sense of withdrawal which may include mood swings, inability to concentrate and irritability. These symptoms usually disappear in therapy as the sense of self is solidified and he finds more creative ways to deal with uncomfortable feelings.· What are the effects of cybersex addiction on the relationship?Effects of sex addiction on the sex addict’s partner can be numerous, encompassing a wide range of emotions and reactive behaviors. The sexual codependent’s experience is similar to, but not thoroughly identical to, a codependent person in a relationship with a substance abuser. A codependent partner of a drug addict or alcohol, for example, may manage to understand and even sympathize with her partner’s alcohol problem due to the lesser social condemnation.But a compulsive addiction that involves engaging in sexual activities on the computer or outside of the home inflicts a psychic injury of ultimate betrayal. Sexuality goes to the heart of who we are.Arguable, one purpose and outcome of cybersex is to detach and disconnect sexual experience from real relationships in life. Cybersex’s primary stimulus to autoerotic behavior produces profound disconnection of the sexual experience from relationship context and meaning. Compulsive viewing of pornography, for instance, in no way supports or fosters intimate, attachment-linked sexual gratification, anchored in emotional connection, intimate responsiveness and relationship fidelity.Cybersex addiction reinforces a non-intimate, non-relational, and non-demanding sexual experience — a detached, disconnected physical arousal geared to the self-engrossed preoccupation typical of addictive sexual behavior. Cybersex entrenches emotional, psychological and spiritual/existential disconnection of sexuality from relationship context. Entrance into the “erotic haze” that encompasses the sex addict induces sexual arousal, climax and resolution without real relationship attentiveness, responsiveness, or commitment – the key dimensions of a loving attachment.The behavior directly undermines trust in the couple’s relationship. Thus, the sexual dynamics depicted in cybersex are inherently detrimental and destructive to secure attachment that is essential to a sense of trust in the relationship.It is also reasonably anticipated that a husband’s deception and lying – the existence of a “secret world” apart from the primary relationship is an overlapping, yet also separate detrimental influence upon relationship trust.For some women, this lack of trust in their husband’s word – leads to uncertainty about the “substance” of the man they married, uncertainty about his true identity and a change in their perception of his identity – that of seeing him as fundamentally untrustworthy and of disreputable character. Thus, their internal model of their husband changes.Others may feel that the husband is unable to fulfill marital expectations of emotional intimacy and companionship. They talk about not trusting that their husband would fulfill the role of being someone who could provide emotional support. They feel unable to turn to their husbands for this emotional support for different reasons: fearing she would trigger a relapse; feeling rejected because of his involvement in computer sex; sensing her husband’s inability to provide emotional support; being shamed by a husband’s angry or dismissive response from her attempts to reach out for support and companionship; or resolving that her husband was emotionally preoccupied with his own struggle with addiction.The addict’s use of cybersex causes self doubt and lowered self esteem in the spouse. These women feel they aren’t pretty enough or skinny enough, or whatever. In any event, the feel that they are not what their husbands want. Some feel that if they were more sexually desirable, he wouldn’t have this problem. Sometimes, in a frantic effort to compete with unreal women on the internet or with prostitutes, they go to extremes with cosmetic surgery, breast implantation, excessive exercise – in the mistaken belief that if she can lure him back sexually and her husband would stop being interested in pornography and the marriage could be redeemed.Some spouses feel that her husband’s use of internet pornography is a direct attack on her self-worth. They start doubting themselves. They doubt their self-worth. They start doubting the things that used to make them feel special and meaningful. Because if she had any meaning, why was he doing what he’s doing?The wife is often stunned, confused, and in extreme pain upon discovery of the sexual/cybersex addiction. Anger and resentment can be overwhelming. For many partners, the addict’s betrayal can precipitate trauma that resembles post-traumatic stress disorder.A wife can believe that sex is the most important way to express love, so her partner’s sexual acting out can leave her feeling deeply inadequate and unlovable.Within the union, the partner’s low self-esteem can contribute to anxiety and fear of being abandoned. Often she will set aside her moral values and tolerates participating in sexual behaviors with her partner which are unacceptable or even repugnant to her. She feels too unworthy to have solid sexual boundaries. She mistakenly believes that she can stop his acting out if she satisfies his (insatiable and unrealistic) sexual needs.A surprisingly common effect reported by many partners – after the shock of discovery -is the feeling of losing one’s mind. Obsessing about the details of the sex addict’s betrayal, repeatedly confronting her partner with “evidence” of infidelity and being told she’s “crazy” or “just jealous” results in a loss of focus and an inability to concentrate. Fear and anger aggravate the condition. Furthermore, there is an element of intense shame for both addict and sexual codependent attached to sexual addiction, especially if his interests involve an object, cross-dressing, dominance and submission or children. She isolates herself from friends, family and community due to her shame, which provides fertile ground for depression. In some situations, the partner is brought to a point of absolute despair.Some maladaptive strategic responses the sexual codependent may engage in as a means of coping include excessive alcohol consumption, food binges, excessive house cleaning, and overtime career activity; acts that can serve as distractions from her distrust, pain and hostility. Distractions, of course, provide only a temporary and false “relief” and often create more problems than they solve.When the partner’s anger and resentment are suppressed over a period of time, they eventually explode in a volcano of rage, blame, and furious criticism of the sex addict.The explosion of frustrated emotions can open a door to enormous guilt and remorse, so the partner may forgive the addict’s offenses and not stand clear in setting boundaries for herself. The result is an unfortunate snare for the couple, in which the partner unwittingly enables the sex addict to carry on with his unacceptable pattern of sexual acting out.The converse is true regarding the emotional influences on the wife. She may turn inward, withdraw, stay silent and distant. This can include withdrawing from any sexual activity with the addict. These stonewalling behaviors can ignite strong feelings of shame and rejection in the sex addict. In a way, the partner succeeds in punishing the sex addict through these behaviors. But the price of this punishment may be a return to his active addiction as a way to deal with conflict at home.A tremendously debilitating effect on the partner is to assume all responsibility for the addict’s sexual acting out, and even for all of the problems in the relationship. The sex addict may exploit this to his advantage, perpetuating self-doubt within the partner.For example, the partner may confront her spouse with evidence of a transgression, like a credit card charge to a hotel, but the sex addict is skillful and experienced in deception. He will boldly challenge the partner’s credibility, suggesting she see a “shrink” for being so paranoid and suspicious of him. He can persuasively feign righteous indignation, causing his partner to distrust her own instincts and perceptions, even in the face of tangible evidence.The self doubt can plague the partner, aggravating her confusion and contributing to the feeling of “losing my mind”. Not wanting to continue to feel “crazy”, she may retreat into denial, the basic and most fundamental defense mechanism for both partner and addict. When in denial, she will believe the addict’s lies, however far-fetched they may be. She will accept the unacceptable. Whichever lies the sex addict offers to cover up his addiction, she is compelled to “not rock the boat” in order to assuage her abandonment fears.· What are the characteristics of a sexual codependent?Firstly, let’s consider what codependency is. Codependency is an overworked and overused word and definitions can be confusing. At core, it revolves around a deep fear of losing the approval and presence of the “other”. This underlying fear can result in manipulative behaviors that overfocus on maintaining another person’s presence and approval. Control, obsequiousness, anger, caretaking, and being over-responsible are among the behaviors that can be the manifestations of codependent behavior. Because of dysfunctional family-of-origin issues, codependents learn to react rather than respond to others, take responsibility for others, worry about others, and depend on others to make them feel useful or alive.Codependence also refers to the way events from childhood unconsciously produces attitudes and behaviors that propel people into destructive relationships in the present. The self worth of the codependent comes from external sources. They need other people to give them feelings of self-worth. Codependence is a particular relationship with one’s self in which the person doesn’t trust his or her own experiences. Lacking the inner boundaries necessary to be aware of and express their true wants, feelings, goals and opinions, they are “other-validating”. Having only a reflected sense of self, they constantly seek affirmation and validation from other people because they are unable to endorse and validate from within. “Self-validating” people are able to do this. Co-dependents often focus on an addict’s sobriety as a way to achieve a precarious sense of self- consolidation. Sadly, their behavior often perpetuates the loved one’s addiction.Codependent people believe they can’t survive without their partners and will do anything they can do to stay in the relationship, however painful. The fear of losing their partners and being abandoned (once again) overpowers her ability to make decisions in her own best interests. The thought of addressing the partner’s addiction can be terrifying: they may be frightened of igniting the partner’s anger which can result in feeling emotionally flooded by (childhood) fears of loss.The sexual co-dependent suffers from additional symptoms: driven by the potential loss of the relationship, which she sees as identical with her very identity, some women engage in sexual activities with their partners that they find distasteful or even morally repugnant – all in an effort to keep him home and happy. However, this type of fantasy-based acting out may not be based on her real sexual needs and desires and opens the way to turning his partner into yet another object. Certain kinds of sexual acting out can turn sex into another fix for him. The partner senses this, making her sense of sexual betrayal even more poignant.In couples where one partner is ciphering off his erotic energies from the primary relationship, there are invariably problems with the couple’s own sexual expressiveness. He becomes sexually demanding. She expresses her resentment about this by not being sexually responsive. He may lose erotic interest in her, as she never lives up to the thrill of fantasy-based sexual enactments. The sense of having a person-related, intimate sexual encounter may diminish. Erotic expression between the couple can easily dry up, leaving the sexual co-addict feeling even more diminished as a woman and as a person.Sexual co-dependents have an inordinate need to get the information straight. “Detectiving” is a common activity: checking his computer, looking up names and numbers, or desperately looking for scraps of paper with numbers written on them. One client even invited a prostitute her spouse had frequented into her home because she wanted to know the details. The need-to-know provides the partner with a way to check up on her own reality (“Am I crazy or is this really happening?”) and provides her with a sense of much-needed (although illusory) sense of mastery over an out-of-control situation. Especially in light of the addict’s continual denial, the co-addict has a need to provide “evidence” to ensure her soundness of mind — a ploy that rarely works and is exceedingly exhausting.The final distinction between sexual co-addicts and other co-dependents is the shame associated with this “secret”. Sex as an addiction is rarely discussed in “polite society” and there is a huge social stamina associated with it. Sexually addicted clients often tell me that they’d rather be alcoholics or drug addicts. The stigmatization of this compulsion almost ensures that the sexual co-dependent will want to hide or to provide a good “front” to deal with feelings of shame and despair. She may become socially isolated because she can’t discuss the situation with friends. Depression easily enters into an emotional environment of isolation and shame. Keeping secrets about important dimensions of life ensure that the issues underlying them will not be healed.· What’s involved in therapy for someone who is the partner of a sex addict?There is hope. The pain the sexual co-dependent experiences is normal. Learning a partner is sexually addicted can be devastating and debilitating. The betrayal triggers a myriad of strong emotions. Feelings of anguish, despair, rage, hopelessness and shame may overtake her. She may feel alone in unchartered territory, wondering “Where do I go from here?”Psychotherapy is extremely important. Be sure to find a therapist conversant with these issues. What should happen in your therapy?Treatment for sexual codependence can become a process of continued growth, self-realization and self-transformation. Working through feelings of victimization can lead to a new sense of resiliency. Going through this process can be an avenue to discovering meaning and to building stronger self-esteem. Challenges faced can elevate one to a higher level of well-being. A sense of serenity and peace from the appreciation of having worked through this process may occur.Lessons not learned in the family-of-origin can be now be learned and worked through: appropriate self-esteem, setting functional boundaries, awareness of, acknowledgment of and expression of one’s personal reality without undo fear of retaliation, and taking better care of one’s adult needs and wants while allowing other adults to take care of theirs are all potential gains to be made in therapy and recovery.Internal and external boundaries will be strengthened. Strong external boundaries will ensure that you will not again put yourself into a victim role. A sense of having internal boundaries will open up new avenues of healthy intimacy as you will know who you are and be able to hear who another is. At the heart of healthy intimacy is the ability to share your real self with another and be available when someone else shares his real self with you.The sexual co-depenent may find she no longer needs to bend herself into a pretzel to accommodate others. Rejection or disapproval may be unpleasant, but not devastating. Compromising personal integrity in order to get external approval and validation will cease. With increased self-knowledge comes the ability to Self-validate while still being in a relationship. Self esteem will be generated by her behaviors rather than the approval or validation from others.Finally, time and energy spent on preoccupation and control of the addict can be used to attend to emotional support for the children, to recommit to and obtain increased satisfaction from work, to meet new people, and to develop new recreational activities.· How can I possibly forgive him?Despite the fact that it may seem impossible, forgiveness is a critical part of recovery for the partner of a sex addict. To forgive is not to forget. Forgiving means being able to remember the past without experiencing the pain all over again. It is remembering — but attaching different feelings about the events, and it is a willingness to allow the pain to have decreased relevance over time. Understanding the pain, compulsion and despair that the sex addict has undergone from sexual compulsion can open avenues to compassion.To forgive is important primarily for oneself, not for the person one forgives. The opposite of forgiveness is resentment. When we resent, we experience the pain and anger all over again. Serenity and resentment cannot coexist.The process of forgiveness begins with acknowledging that a wrong has been done to you. You have to recognize that you have strong feelings about what happened and you need to feel and process those feelings. You are entitled to be angry or hurt. Ideally, you can share those feelings with the person who has hurt you in couples counseling. If that is not possible, then you can share the feelings with your therapist or support group. After that, you can choose whether to stay in a relationship with that person. In either case, forgiveness does not imply permission to continue hurtful behaviors. As part of your own treatment, you need to decide which behaviors you can accept in your relationships and which you cannot.The primary goal of forgiveness is to heal yourself. In a partnership affected by sexual addiction, forgiveness is aided by evidence of the partner’s changed behavior and commitment to treatment. These are also elements in rebuilding trust. For many couples, forgiving and learning to trust again go hand in hand. Both take time, making amends, continued treatment and steady, continual, trustworthy behavior on the part of the addict.After the acting out has stopped, it’s critical to not use his past behavior as a “hook” to punish or manipulate him. When a desire for revenge exists, you have not forgiven, and you see him in one dimension (“Bastard”). The capacity to see him as a whole person (he’s not just a sex addict, he’s many things) will help you move forward. Couples therapy will help you move toward a sense of him as a multidimensional person with on-going issues.· I’m incredibly frustrated that he/she won’t tell the truth. Even when I present “evidence”, he denies his sexual acting out. How can I ever trust a man who so blatantly lies to me?Sex addiction thrives in secrecy. Addicts will go to any length to protect their double life. Denial, (“Don’t Even Know I’m Lying”) plays a huge part in any addiction process. The reality of the acting out is protected from the conscious mind. If the addict is unaware of the truth, how can he tell you?The very thinking process of the addict becomes impaired as he becomes immersed in the denial process, giving way to the minimization of the extent of his behavior. This connects with “rationalization”: i.e. “I’m not really cheating” – “All guys do this” – “I’m not hurting anyone” – “I work hard so I deserve some pleasure.” This combination of denial, minimization and rationalization makes it extremely difficult for him to know the truth.More complexing is the phenomenon of “dissociation”, or “The Dr. Jekyll and Mr. Hyde” syndrome. Dissociation is a clinical process that characterizes multiple personality disorder. While I’m not saying the sex addicts have MPD, I am suggesting that some of the same characteristics of that disorder are shared. One side of the personality protects the other side from the truth. Some level of dissociation is in every man who has a “double life”. Each side of the personality has different values, goals, beliefs and needs that conflict with the other side.This is why, when the sexual acting out is finished, the addict feels so distressed and shameful. Mr. Hyde does the acting out and Dr. Jekyll experiences the remorse.When the addict is acting out, he has feelings of being disconnected from himself and his environment. Clients speak of “the bubble”, the “erotic haze”, “zoning out”, and “feeling apart from myself and watching myself from afar “, of feeling “foggy” or “not feeling like a real person” Losing track of time is common as is feeling outside oneself as both an observer and a participant. Emotions are numbed; the fantasy creates an alternate reality which obscures the truth of “what is”.Once in therapy, a primary issue that arises is a feeling of a fragmented sense of self or being unsure of his identity. Therapy will help him get to the bottom of hidden parts of himself that he may not have fully understood or been able to control until treatment starts to work. Only by getting in touch with hidden parts of himself will the full realization of his talents and strengths be realized and fulfillment in his personal relationships can begin to unfold.· I don’t see how our relationship can survive the emotional pain and chaos of his sexual addiction. Have other couples been able to work through these issues? How have they done it?When at least one member of a couple is sexually addicted, restoring trust and building intimacy can be very difficult. These couples must work as hard on their recovery together as a couple as they do on their individual recoveries.One of the great challenges to recovery from sexual compulsivity is restoring or building an intimate relationship with a committed partner. Many existing relationships are seriously impaired and often don’t survive because of sexual acting out. The partner of the sex addict’s ability to trust is obviously damaged. The psychodynamic and behavioral issues underlying sexual addiction contribute to obstacles to overcoming and building intimate and committed relationships.The good news is that we have seen from our experience that not only is it possible to repair, rebuild, or newly build a committed relationship, but the level of emotional and physical intimacy that comes from working on these issues together is sustaining, gratifying and growth-producing for each member of the couple.· How can couples counseling help us?Most couples who come for couples therapy after discovery are in a high state of reactivity, with communication being limited to blame/defense. There is a high degree of projection (seeing the things you like least about yourself in your partner) and a small degree of self-focus. The tendency is to react immediately and emotionally, with no time given for reflective thinking. One task of the therapist is to create a safe, non-volatile space by gradually guiding each person to commit to self-focus which reduces blame and defense.The therapist will do some psychoeducational pieces on sex addiction and co-addiction to normalize each person’s feelings and further reduce blame. Nothing can be done about the quality of the marriage unless each person commits to a personal program of recovery: an “S” meeting for the addict, and COSA or S-Anon for the co-addict. The couple can come out of the shadow of shame about living with sex addiction through identifying with others who have gone through similar experiences. Here, finally, they find people they can talk to about what they’ve been hiding from family and friends. Regular attendance at meetings gives structure and accountability to the life of the sex addict. A co-addict who works on the steps with a trusted sponsor is renewing her commitment to focus on herself and her own issues, renouncing her focus and pre-occupation with the addict.Sex addicts and sexual codependents usually have never experienced healthy bonding with and nurturing from their parents. This impairs their ability to have successful bonding and separation in subsequent relationships in adult life. The therapist might construct a “genogram” which is a graphic depiction of three generations of each person’s family. It shows psychiatric and physical problems throughout the generations such as alcoholism, divorce, hospitalizations,etc. The genogram also reveals the quality of family relationships, indicating where there was enmeshment and where there was distancing. With a clear understanding of family-of-origin issues, the couple can understand themselves and each other and develop awareness of what triggers are coming from the past.Couples counseling enables the couple to reach a point of mutual interdependence in which both partners have lives outside of the relationship, but also feel committed to it. The partners need each other, but are comfortable with independent lives of their own. Over time, each develops a new sense of “Self”-in relationship.Both members of the relationship are encouraged to accept mutual responsibility for the dysfunction in the relationship. As long as one partner is blaming the other for all of their couple problems, progress will be slow. Recounting the history of the relationship will be a part of this process. How have each other’s addictions and co-addictions affected the relationship? What consequences have been experienced? What strategies have the partners tried to heal themselves that haven’t worked? What are the repetitive arguments and fights? What is the nature of the collective shame in the relationship? How does each partner trigger the other’s issues?Each individual in the couple learns how to exchange instant gratification for the joy of ongoing intimacy. Sexual addict/codependents find that this intimacy and the trust, mutual understanding, and the emotional/spiritual/physical closeness it creates from having done the work can be qualities that few couples ever experience.

The 7 Pillars of Branding

September 13, 2016

Although the question of branding has always been essential part of marketing and has been approached with multi-dimension models, sometimes these studies have been made without systematic approach or with full of redundancy or ad-hoc views. Unlike marketing which has the widely-known and usable, practical 7P-model, branding still misses such a sort of basic structure which makes the skeleton of all branding story.Here I am making an outline of such a simplified model to help people in successfully designing brands and also to better understanding the already existing ones. I collected 7 layers of the branding with 7 different tasks to be completed in everyday actions. I hope this can be useful for the readers, too.Right before entering this syllabus, we need to define what brand and branding is: in our view brand is a vision that is related to a specific company, product or any specific entity which lives in people and materializes to them. Branding is the art of deliberate control over the whole process.First pillar: Publicly knownA brand always defines a smaller or bigger group of people who are somehow aware of the product or the service in question. This is the prerequisite or trivial condition of all brands: if you are the only one who knows a specific service or uses a specific product and no information is publicized, the service or product is unable to evolve into a brand. This is the primary task of all marketing efforts, making our specific product or service (along with its whole branding costume) widely known on the addressed market: the majority of the marketing budget is used for this purpose. At this point we normally pay attention to the details of the publicity of all brands: target segment(s), its content, geographic, demography, media, communication methods, timing etc.Task 1: design and make your publicityHowever, the fame of a product or service is not exclusively based on the publicity gained (mostly depending on the money available for promoting the brand) via frontal, push-type of promotion. Money spent on communications is a very important factor to reach the second stage of publicity: the people involved in the communications flow will probably share the information with each other and start a – sometimes very simple and few words – discussion about the product or service heard. The act of sharing the information with each other happens or has happened with all known brands. Suggestions, opinions made in public are very important in articulating brand and thus creating or strengthening/weakening brands. This is why the importance of Facebook in contemporary marketing cannot be overestimated enough, or, with similar effect, the customer service/problem handling has always been focal point of customer satisfaction and branding, too.The publicity of branding therefore incorporates all means of sharing the information related to a specific brand or service. There are two basic type of publicities: there is of course the strictly controlled information sharing method (typically: marketing communications) and we also have to face a second publicity, the huge uncontrolled means of communication. When we are thinking on designing a new brand or just examining an existing one, we have to enlist all the ways how the specific brand gains publicity and sort them by relevance with regards to the public coverage and effect, making special attention to the uncontrolled ways of publicity.The success of controlling publicity is a key to profit from branding, however, public control will never mean information monopoly over the media and over the outcome: even situations when a company has theoretically 100% control over the situation (e.g. customer care desk at the office or shop), it is always a challenge to control what is exactly happening there, what is going to be told or heard. Thus, from micro to macro level the publicity always carries a huge uncertainty factor with regards to reach, direct effect and future implications.Second pillar: Associative and narrative – stories aroundThe discussions initiated and information shared publicly about a brand (or a branded product or service) would show up the next major characteristic of brands, that is, the power of the coupling or association related to the branded products or services. In other words, branding means that we create stories around a brand. Brand identity or personality, brand vision, brand promise are the official stories reflecting the narrative of a generic brand on different levels. Marketing creative planning is exactly doing the same around a specific product of a brand (e.g. ‘The environment friendly Toyota Prius’ as a story), while general brand stories (I mean the Toyota brand in the example) or associations are on higher level only. We therefore have to consider several layers of brand stories or narratives when examining them. It is very useful when these stories are consistent and formed professionally and are not contradicting to each other.

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Brands are incorporating many stories and ideas not just from individual products and services determined by the company but stories and ideas also coming from the public. Unfortunately – as we mentioned above – we cannot control the majority of the perceptions of our brand. Individual opinions, perceived qualities, good or bad experiences are building the narrative universe, or more simply, the stories of a brand.Task 2: define and drive brand storiesNotwithstanding the above, we can drive these brand stories and narrow them to the desired ones on at least two-three different areas. The mission statement of a company/organization is the very source of official brand stories and determines the branding direction via its written values and operational reasons. Secondly, the slogan or the tagline of a brand (like LG’s Life’s Good) is meant to embody the driving narrative story and works like a magnet: collects all the associations around a brand. The third layer of story comes along with specific products or services: repeating the slogans, taglines while inserting the logo of the brand on individual products/services makes the specific product or service painted with the general brand’s associations and qualities. The individual story of a product or service is like a topping on the branding cake. Pure brand campaigns on the other hand are always aiming outlining and fixing the desired main stories and narratives of qualities in the customers.Controlling publicity cannot be done without controlling the stories attached to a specific brand and seems the major task of all branding and communications managers. Here, we have to highlight a related issue which behaves like the blind spot of the branding: rebranding. Rebranding campaigns are to change the very basic story of a brand. This is the reason why these campaigns fail many times and real rebranding is a very seldom event.Third pillar: Concrete and multiplicative formIn real life we always give tangible forms to brands because we want to make profit from our money spent. Brand without concrete product/service to buy (or without a related person when we talk about personal brands) is useless or just a promise (like the newly planned Jolla mobile OS with only a demo video). The embodiment of a Brand is an essential part of its very nature.Normally we use the power of a general Brand Name for many individual products. An already existing brand hands over its potentials (its stories of qualities, usage, value etc.) to specific, individual products and even when we see a new product of an already known brand we are already having a presupposition or sense of certain expectations towards the brand new product. A VW car is perceived for many as a reliable one; however, it may happen that a much lower quality is introduced in a new model than what the brand had fulfilled at its predecessors.Task 3: make several appearances to utilize brand powerMost times we may say that a brand is transferred into several products and therefore it is multiplicative. It is very seldom that an earned reputation of a brand represented in only one product or service. For example the perfume 4711 seems to be transferred only into one product for a long time, but the brand’s product portfolio today consists of more than one item: after shave or even shower gel is also produced. Start-ups typically own only one product and normally the first product is the one that determines and forms the brand later on. Initially, the brand is typically built upon on only one product or service and this is why it is very sensitive when entering a market with a new company and a new product: it also determines the future brand and products the company assessed with.Personal brands, seen superficially, are not multiplicative: a person who has double face (see politicians) and therefore not able to form a consistent and concrete personal brand, are subject to lose their reputation and their face rapidly. This is because brands can have only one concrete (credible) story, without major contradictions. The multiplicative nature of personal brands should be investigated from another perspective. In case we regard a person’s appearances in public as concretizations and multiplications of his/her brand, we are closer to the truth and we understand better why celebrities and politicians are so keen on public appearances.Fourth pillar: Unique propositionThe history of branding is stemming from the wish of making a producer’s goods identifiable. This is not just to ensure the identity of goods but also to prevent from copying and forgery. The brands around us are still carrying these old attributes: the logo of the company/brand is expressing the uniqueness of a brand (supported by law as trade marks) and helps us to identify a specific brand in the universe of brands and signs.Sometimes it is very hard to make distinction based on the products/services alone: Pepsi and its rivals put in a neutral glass next to each other are unidentifiable, so the use of branding techniques is crucial for gaining profit for both companies. Just like in the cola case, the technological industry also heavily relies on the branding when selling its products or services: PCs, laptops, smart phones or internet accesses are very similar to each other. Or, a tax advisory service consultant firm is facing real challenges to provide specific brand vision.Task 4: find and use the means of brand differentiationsThe unique proposition of the brands has to be built up and shown for the public: the individual logos of brands on devices for example help the company to make distinction from their competitors and help the customers to identify different market players in order to make a personal choice of preference. Most times companies heavily rely on the unique brand distinguishers, like stories about their unique market segment, tailor-made products, additional services they provide etc. Sometimes, when stories among a group of competitors are very similar or compatible (like the Big Four Auditors) and even their service is similar, a common story may evolve around them focusing on more the similarity and indirectly expressing the exclusivity of the group members.Fifth pillar: ValueWhen we identify a brand on its telltale signs (e.g. design) or logo we do not think on what we see first (the product itself) but rather we focus on the brand value represented by the specific product or service. We may say (even without seeing the product) that if you are having Martin Logan stereo speakers that is very cool, but if you are having Philips that is not so awesome. Different brands represent different values: there are low-end and high-end brands with many in between. Start-up companies have to position their brand value on the axis predetermined by the existing market players. Making decision on positioning the companies’ services or products on the lower or higher end of this axis has nothing to do with ethical values: a low-end, cheap car helps many disabled or poor people without doubt. Rather, making the choice of brand values determine the market we are about to target. And this target market decision affects our business outlooks directly. When Toyota launched it Lexus series and decided to focus on the higher end cars they probably considered the higher profit option.The value of a brand is also expressed in a more measurable way. In general ledgers brands are valued as a part of the company’s goodwill and are very sensitive for new product introductions and for amortization, too. From financial point of view brands regarded as assets that have been created due to investment and are also subject to lose or increase their values.Task 5: define and carry brand valuesThe value of a brand emanates into individual products of a company and the value of the sold products affects the value of the brands. More surprisingly, the value of a brand may transfer over the buyer persona influencing the perceived value of a person in a certain group of people (see Apple fan-effect) while the network-effect of the public also modifies the brand value (exclusivity, limited models are also able to increase brand value).The relative price of a product or the whole branded portfolio both has very special connection with the brand value: the higher the price positioned the harder to imagine low brand value. This is because the narrative of the price (see Second pillar) influences the brand value. Other narratives of a brand (how durable it is, for instance, or which celebrities are using this brand) heavily effect the brand value, too. Similarly, the extent of public spread (see First pillar – how much the brand is known, how much spent on advertising) also effects the brand value.Brand value is determined by several other factors even not listed here. It is partly the result of deliberate actions of the company (market positioning of the brand and its products) but also exposed to external factors (like time) and public opinion.( LG’s rebranding from the low-end Goldstar brand to the higher positioned LG showed that value propositions of a brand require efforts in both areas. Grundig made the opposite U-turn when sold to Chinese company.)

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Sixth pillar: personal relationAll the pillars encountered previously are summoning on personal level because the nature and the definition of branding 100% relates to human feelings and perceptions. Most cases we can translate this personal effect and feelings to perceived brand values and the position of a brand in the customers’ head. People know or do not know, like or dislike brands, become haters or fans of brands, recommend or just accept certain brands.Task 6: turn personal relation to actionAs a result, this personal disposition of a brand clearly ends up in the relation to the act of buying. We, marketing professionals should not deny the aboriginal intention of our branding efforts to influence buying decisions on personal level. We are not just simply influencing people in business for the sake of general human aims: we do not want world peace; we do want to have our specific products and services sold. We want to convince John or Clair Smith as individual customers to select our service or product. This is the action we – or more generally: the investors – expect from any investments (including brand campaigns) made.Fortunately we not all live in the business sector, not all follow business aims (i.e. sales) in our lives. Surprisingly, non-profit organizations are not so much different from business ventures from this point of view. Non-profits also want to have a specific action to be reached: an action that is maybe appearing directly (like giving donation for starving people) but can be mental action or change to be targeted (for instance diversity campaigns).The personal relation to a branded entity can be outlined in a matrix where on the first axis we can define the readiness or probability of buying action (or in a non-profit: readiness for action) and on the second axis we may highlight the level of brand’s emotional acceptance.The personal relation to a specific brand with regards to the ultimate sales reason can be mapped as shown, but we should not forget that personal emotions and relations to brands are much wider than presented above: some people feel that their beloved brand is expressing also their way of life, involving several other actions well beyond a simple shopping; or just feeling neutral about a brand while the person is not going to be represented in any commercial situation (like myself with any hunting brands, although I know some of them).We should therefore identify very precisely the personal relations to our brand of our existing and potential customers and we should make focused actions to harvest the branding efforts we have previously made.Seventh pillar: Exposure to timeWe have already mentioned before the amortization as an important factor in brand values. The simple reason of amortization is that the brands (via materialized products/services) and the customers live in time.The general life exposure to time factor represented in concrete shapes with regards to brand itself and to its specific products/services. (Amortization is only the result of that process.) Brand perception very much effected by the products/services in timeline (e.g. how much up-to-date the product is reflects the brand’s state-of-the-art nature) and on the other hand the brand itself (without looking at individual products) also has an individual character which has its own life-cycle (how old a brand is, what type of products they represent).Task 7: Consider time: plan and replan over timeBrands do not last for ever and are changing over time, even without deliberate actions. Amortization expresses the time-factor in economic terms but all the pillars mentioned before has a time layer. The repeated actions of marketing campaigns, the product developments or changes in market environments change the face of the brand even if it is not perceived by the company. The sad story of Nokia is a perfect example of how this specific brand was effected by the time factor in all possible way, from the publicity of its phones (a complete new generation has skipped Nokia phones), through the changes in the narratives attached to the brand, with the refreshed need to be unique again to the sharp decline of the brand value.