A Simple Plan: Channels

Using Online Video Channels If you’re searching for some options that you can accept for your own alleviation and entertainment, there are several choices that you can have. With the accepted technology today, it’s alone accustomed that humans will acquisition added options for their entertainment. For example, you should apperceive that due to the actuality of internet online video channels are now available. Back that is the case, you should apperceive that absolute online video channels today ensure the achievement of their viewers. Also, you should apperceive that there are a bulk of websites if it comes to award the online video approach that you want. This is an important affair for abounding humans which is why there are abounding online video channels that you can acquisition online. You aswell will not accept to anguish about not alive added about the agreeable of an online video approach back they explain what you can acquisition in their website. Accepting that in mind, allotment an online video approach is something that allows humans to accept the acquaintance of accepting an online television. The appliance of online video channels isn’t just because it’s already boundless but because humans acknowledge such account that can be provided by the avant-garde online network. You should apperceive that online video channels are not absolutely attainable to some people, but the actuality charcoal that it’s admired for those who can use the channels. Keep in apperception that hosting a online video approach in a website is something that would appeal transaction which is why them earning acquirement is needed. With the acceptance of online video channels today, you should apperceive that a ample bulk of humans all over the apple use the channels every day. Also, there’s absolutely no curtailment to the bulk of websites that can accommodate this affectionate of service. Of course, there are assertive things that you will charge to accede if it comes to allotment an online video channel. Most online video channels out there accept their own cable advantage and you will charge to be accurate if it comes to that matter.

One added affair that you should yield into application is that anniversary of the online video channels out there offers specific types of video content. Doing a little analysis on this amount is something that would be recommended. With the reviews that abide for capricious online video channels, you should be able to acquisition the one that you adopt if you do some reading. One added affair is that it’s acute that you accept an abstraction of how things plan if it comes to subscribing to a assertive online video channel.

If you are to subscribe to their service, again it’s best to ensure that they accept the agreeable that you’re searching for.

Energy Explained Simply

Energy, it is fair to say, is a very vague concept. So where does one go to learn more? Does one have to take a physics course? I don’t think so, and to test my theory, I have tried to explain energy as briefly as I can, right here.Energy 101Energy is what makes the world go round. Literally. Every neuron that sparks in your brain, every electron that fires down a wire, every molecule burning in a fire, carries with it a sort of momentum that it passes on like a baton in a complex relay race. The batons are flooding in all directions all around us and across the universe – they are energy and we have learned how to harness them.The actual word “Energy” is a much abused term nowadays – because energy is used to represent such a disparate range of phenomena from heat to light to speed to weight, and because it seems to be able to change forms so readily, it is cannon fodder for pseudo-scientific and spiritual interpretation. However, you will be pleased to hear that it actually has a very clear (and consistent) nature.I like to think of energy being a bit like money – it is a sort of currency that can be traded. It takes on various forms (dollars/pounds/Swiss francs) and can be eventually cashed in to achieve something. However, just like money, once spent, it does not vanish. It simply moves on a new chapter in its life and may be reused indefinitely.To illustrate the point, let’s follow a ‘unit of energy’ through a visit to planet Earth to see what I mean. The [number] shows every time it changes currency (see the key below).The energy in our story starts off tied up in hydrogen atoms in the sun [1]. Suddenly, due to the immense pressure and heat, the nuclei of several atoms react to form a brand new helium atom, and a burst of radiation[2] is released. The radiation smashes into other nearby atoms heating them up so hot [4] that they glow, sending light [2] off into space. Several minutes pass in silence before the light bursts through the atmosphere and plunges down to the rainforest hitting a leaf. In the leaf the burst of power smashes a molecule of carbon dioxide and helps free the carbon to make food for the plant [3]. The plant may be eaten (giving food ‘Calories’), or may fall to the ground and settle and age for millions of years turning perhaps to coal. That coal may be dug up and burned to give heat [4] in a power station, boiling water to supply compressed steam [5] that may drive a turbine [6] which may be used to generate electricity [7] which we may then use in our homes to heat/light/move/cook or perhaps to recharge our mobile phone [3]. That energy will then be used to transmit microwaves when you make a call [2] which will mostly dissipate into the environment heating it (very) slightly [4]. Eventually the warmed earth radiates [2] this excess of heat off into the void where perhaps it will have another life…Energy currencies:[1] Matter is energy, according the Einstein, and the quantity relates to mass according to E=mc^2 (c is a constant equal to the speed of light).[2] Radiation (like sunlight) is a flow of energy, and energy content relates the frequency according to E=hf (h is the Planck constant).[3] Chemical energy – the most complex energy, a mixture of different tensions in nuclear and electromagnetic force fields.[4] Thermal (heat) energy- this is really just a sneaky form of kinetic energy [6 below] – small particles moving and vibrating fast are sensed by us as heat.[5] Compression (or tension) energy – while compressed air is again a sneaky form of kinetic energy[6], a compressed spring is different – it’s energy is more like chemical energy and is stored by creating tension in the force fields present in nature (gravity, electromagnetism and nuclear forces).

[6] Kinetic energy – is energy by virtue of movement (like a speeding bullet or unstoppable train)[7] Electrical energy – this energy, like a compressed spring, is stored as stress in force fields, in this case electromagnetic force-fields.This short story is testament to an enormous quantity of learning by our species, but there are some clear exclusions to be read into the story: Energy fields (auras) or the energy lines in the body that conduct the “chi” (or life force) of Asian medical tradition
Energy lines on the Earth (aka Ley lines)
Negative or positive energy (as in positive or negative “vibes”)These energy currencies relate to theories and beliefs that science has been unable to verify and thus they have no known “exchange rate”. Asking how many light bulbs can you power with your Chi is thus a nonsensical question, whereas it would not be for any scientifically supported form of energy. And since energy flows account for all actions in the universe, not being exchangeable would be rather limiting.Where exactly is Energy kept?This may sound like s strange question, we know Energy is kept in batteries, petrol tanks and chocolate chip cookies. But the question is, where exactly is it stored in those things?Energy is stored in several ways:as movement – any mass moving has energy by virtue of the movement, which is called Kinetic Energy
as matter – Einstein figured out that matter is just a form of energy, and the exchange rate is amazing – 1g = 90,000,000,000,000,000 joules (from E=mc^2)
as tension in force fieldsThat last one sounds a bit cryptic, but actually most of the energy we use is in this form – petrol, food, batteries and even a raised hammer all store energy in what are essentially compressed (or stretched springs).What is a force field? Why on earth did I have to bring that up?All of space (even the interstellar vacuum) is permeated by force fields. The one we all know best is gravity – we know that if we lift a weight, we have to exert effort and that effort is then stored in that weight and can be recovered later by dropping it on your foot.Gravity is only one of several force fields known to science. Magnetic fields are very similar – it takes energy to pull a magnet off the fridge, and so it is actually an energy store when kept away from the fridge.The next force field is that created by electric charge (the electric field). For many years this was though to be a field all on its own but a chap called James Clerk Maxwell realised that electric fields and magnetic fields are in some senses two sides of the same coin, so physicists now talk of ‘electromagnetic’ fields. It turns out that electric energy (such as that stored in a capacitor) consists of tensions in this field, much like a raised weight is a tension in a gravity field. Perhaps surprisingly, light (as well as radio waves, microwaves and x-rays) are also energy stored in fluctuations of an energy field.Much chemical energy is also stored in electric fields – for example, most atoms consist of positively charged nuclei and negatively charged electrons, and the further apart they are kept, the more energy they hold, just liked raised weights. As an electron is allowed to get closer to the nucleus, energy is released (generally as radiation, such as light – thus hot things glow).The least well known force field is the strong ‘nuclear’ force. This is the forces that holds the subatomic particles (protons) together in the nucleus of atoms. Since the protons are all positively charged, they should want to repel each other, but something is keeping them at bay, and so physicists have inferred this force field must exist. It turns out their theory holds water, because if you can drag these protons a little bit apart, they will suddenly fly off with gusto. The strong nuclear force turns out to be bloody strong, but only works over a tiny distance. It rarely affects us as we rarely store energy with this energy field.Now we understand force fields we can look at how molecules (petrol, oxygen, chocolate) store energy. All molecules are made of atoms connected to one other via various ‘bonds’ and these bonds are like springs. Different types of molecules have different amount of tension in these bonds – it turns out coal molecules, created millions of years ago with energy from the sun, are crammed full of tense bonds that are dying to re-arrange to more relaxed configurations, which is exactly what happens when we apply oxygen and the little heat to start the reaction.The complexity of the tensions in molecules are perhaps the most amazing in nature, as it is their re-arrangements that fuel life as we know it.What exactly is Heat then?You may have noticed that I did not include heat as a form of energy store above. But surely hot things are an energy store?Yes, they are, but heat is actually just a sort of illusion. We use heat as a catch all term to describe the kinetic energy of the molecules and atoms. If you have a bottle of air, the temperature of the air is a direct consequence of the average speed of the molecules of gas jetting around bashing into one another.As you heat the air, you are actually just increasing the speed of particles. If you compress the air, you may not increase their speed, but you will have more particles in the same volume, which also ‘feels’ hotter.Solids are a little different – the atoms and molecules in solids do not have the freedom to fly around, so instead, they vibrate. It is like each molecule is constrained by elastic bands pulling in all directions. If the molecule is still, it is cold, but if it is bouncing around like a pinball, then it has kinetic energy, and feels hotter.You can see from this viewpoint, that to talk of the temperature of an atom, or of a vacuum, is meaningless, because temperature is a macroscopic property of matter. On the other hand, you could technically argue that a flying bullet is red hot because it has so much kinetic energy…Is Energy Reusable?We as a species, have learned how to tap into flows of energy to get them to do our bidding. So big question: Will we use it all up?Scientists have found that energy is pretty much indestructible – it is never “used-up”, it merely flows from one form into another. The problem is thus not that we will run out, but that we might foolishly convert it all into some unusable form.Electricity is an example of really useful energy – we have machines that convert electricity into almost anything, whereas heat is only useful if you are cold, and light is only useful if you are in the dark.Engineers also talk about the quality (or grade) of energy. An engineer would always prefer 1 litre of water 70 degrees warmer than room temperature, than 70 litres of water 1 degree warmer, even though these contain roughly the same embodied energy. You can use the hot water to boil an egg, or make tea, or you could mix it with 69 litres of room temperature water to heat it all by 1 degree. It is more flexible.Unfortunately, most of the machines we use, turn good energy (electricity, petrol, light) into bad energy (usually “low grade heat”).Why is low grade heat so bad? It turns out we have no decent machine to convert low grade heat into other forms of energy. In fact we cannot technically convert any forms of heat into energy unless we have something cold to hand which we are also willing to warm up; our machines can thus only extract energy by using hot an cold things together. A steam engine relies just as much on the environment that cools and condenses water vapour as it does on the coal its belly. Power stations rely on their cooling towers as much as their furnaces. It turns out that all our heat machines are stuck in this trap.

So, in summary, heat itself is not useful – it is temperature differences that we know how to harness, and the bigger the better.This picture of energy lets us think differently about how we interact with energy. We have learned a few key facts:Energy is not destroyed, and cannot be totally used up – this should give us hope
Energy is harnessed to do our dirty work, but tends to end up stuck in some ‘hard to use’ formSo all we need to do to save ourselves is:Re-use the same energy over and over
by finding some way to extract energy from low grade heatAlas, this is a harder nut to crack than fission power, so I am not holding my breath. It turns out that there is another annoying universal law (the Second Law of Thermodynamics) that says that every time energy flows, it will somehow become less useful, like water running downhill. This is because energy can only flow one way: from something hot to something cold – thus once something hot and something cold meet and the temperature evens out, you have forever lost the useful energy you had.It is as if we had a mountain range and were using avalanches to drive our engines. Not only will our mountains get shorter over time but our valleys will fill up too, and soon we will live on a flat plane and our engines will be silent.The Big PictureSo the useful energy in the universe is being used up. Should we worry?Yes and no.Yes, you should worry because locally we are running out of easy sources of energy and will now have to start using sustainable ones. If we do not ramp up fast enough we will have catastrophic shortages.No, should should no worry that we will run out, because there are sustainable sources – the sun pumps out so much more than we use, it is virtually limitless.Oh, and yes again – because burning everything is messing up the chemistry of the atmosphere, which is also likely to cause catastrophe. Good news is that the solution to this is the same – most renewable energy sources do not have this unhappy side effect.Oh, and in the really long term, yes we should worry again. All the energy in the universe will eventually convert to heat, and the heat will probably spread evenly throughout the universe, and even though all the energy will still be present and accounted for, it would be impossible to use and the universe would basically stop. Pretty dismal, but this is what many physicists believe: we all exist in the eddy currents of heat flows as the universe gradually heads for a luke-warm, and dead, equilibrium.=============If you liked this article, you might like my series on efficient motoring.

Get Freelancers for Your Business Services Needs

While running a business, there are many essential services that are required on a day to day basis. Business services are an important element of any business that ensures its survival. For small business that struggle to hire full time staff, outsourcing these services to freelance providers could be the ideal answer. If you decide to get freelancers for your business services needs, there is no doubt they would turn out to be reliable and a necessary part for your business processes.Once the company has found reliable freelancers, results will become obvious that the business will start to develop and grow into successful entity. There are many freelance websites which offer opportunities for both businesses and the freelancers to find each other and work together. One can find a lot of different business services offered by freelancers and it is these diverse resources that businesses will be able to leverage and improve their current situations.

Whether it is accounting services, financial services, IT services or any other required service by the business, one can find experienced freelancers for all business service requirements. Once you get freelancers for your business you will find out how reliable, convenient and cost effective they are. To get freelancers whenever they are required, employers find they soon become a necessary investment. Freelancers have the ability to do anything in their chosen fields, it won’t take long before they become an integral part of the companies processes.To get freelancers is not a very difficult task; there are many freelance websites where one can find freelancers for every kind of business service. Freelancers can really make a big difference in the development and growth of a business through their efficient services. In today’s world, businesses are worried about their profit margins and are always on the verge of contracting their budget and expanding their profits. Hiring a freelancer for business services is a great way to cut costs effectively.

Hiring freelancers for performing various business services has become a trend for many companies. It is a cost effective way to run a business, but make sure that the services you acquire from the freelancers are up to the mark. But overall it is a very effective way of running a business. The only thing required is to keep a close communication with the hired freelancer to make sure there are no misunderstandings along the way.It is well known that to get freelancers for business services is quite advantageous, especially for small business. Once the business founds a reliable freelancer, it has been proven that the business would benefit a lot from the services provided by a freelancer

The 7 Pillars of Branding

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.

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.)

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.