But to do so, like all great brand ideas, it has to have the power to motivate and inspire both those charged with bringing it to life, and those on the receiving end of the message.
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Bob Dole of Kansas in 1996, may be on the receiving end of an unwelcome message from the state's voters.
Reading through news stories related to the demise of Borders relays the message that the end of the bookseller has greatly affected many.
Ask yourself: How would you want to be treated if you were on the receiving end of such a difficult message?
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The CQC said that during November only 75.3% of calls were answered within 60 seconds of the end of the recorded introductory message.
The festivities will end with the broadcast of a message by Boni Yayi, President of the African Union and President of Benin, followed by a tasting of African dishes.
And in our relentless search for another message, and another, that unthreatening and controlled environment of the text message, we end up treating others as things.
The list goes on, but the end message is the importance of your team members and their contributions to the organization you lead.
Chief executive Rupert Soames sent a gently negative message at the end of last year about future prospects, for which investors punished the stock price.
At the end of the day, Stewart delivered the message to get along, and he alone came across as the voice of reason.
Toward the end of the workday yesterday, I sent an instant message to a former colleague of mine at Wine Spectator magazine, where I worked for three years.
The reality is, if this message is heard at all at the other end of Pennsylvania Avenue, it is going to speak in whispers.
Julius Genachowski will be stepping down when he reaches the end of his term as FCC Chairman, according to a brief message on the FCC's webpage.
In the message for Eid, the festival which marks the end of Ramadan, Dr Williams points to improvements in relations between the Christian and Muslim communities.
If we can communicate that message effectively, 2009 may end up offering a whole new range of opportunities.
The message from official Japan couldn't be clearer: the end of the economic slump is finally in sight.
Federal law explicitly requires a person making an automated call to identify himself or herself at the beginning of the message and provide his or her address or phone number at the end.
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But senior officials are chatting to the press about their desire to end the Iranian estrangement: a message to this effect has reportedly been conveyed to Tehran by way of a Saudi courier.
W. Bush, who presided over the end of the Cold War but watched his popularity fade, to Bill Clinton, whose "I feel your pain" message created a connection with Americans that survived impeachment.
The family fled at the end of May one day after the woman, who asked to be known only as Rosio, received a second text message from a number she could not trace.
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