Of that outside self-promotion, Kabani suggests a 70/30 split: Most of it should be informative, entertaining, or educational, whereas 30% can be straight brand building.

针对外部自我推销，卡巴尼建议采取三七开的方式。 70%可以采用信息性、娱乐性和教育性的方式，而另外30%可以是纯粹的品牌塑造。

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EXAMPLE: Although once unknown outside of the American city of Seattle where the coffee company began, today the Starbucks?brand has become a household word.

咖啡公司星巴克从前在其草创的美国城市西雅图以外鲜为人知，现在成了家喻户晓的品牌。

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But this would likely make it more tablet and less laptop — and as a result it would fall outside of the MacBook brand.

但是有可能使得它更像平板电脑而不是笔记本，这就导致它会脱离MacBook品牌。

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The fresh outside perspective of a brand new chief contrasted with the tried and true ways of a guy who had been there for many years following a familiar but always challenging formula of trying to make our ads stand out amongst the intense competition between the advertisers on Super Bowl Sunday.

FORBES: Super Bowl Past And Present: Anheuser-Busch Marketing Chief Talks With Past AB Marketing Chief

Mr. HANFT: Disneyland really showed us that a brand could live outside of itself in so many ways.

NPR: Disneyland to Celebrate 50 Years

Along with the brand, Mike inherited a manufacturing site outside Buffalo, New York.

FORBES: Magazine Article