Our Brand is More Than Just the Logo on our Shirt

CEO and Founder at Tramazing, former President of the Zig Ziglar Corporation, and former Executive Vice President of Sandler Corporate Training, Michael Norton has helped companies accelerate their growth by elevating their talent through learning and development programs. Michael has had the pleasure of working with world-class companies such as Siemens Healthcare, WebMD, 7-Up, Cardinal Health, Cemex, Boral, HPE, Indeed, Lonza, KONE, Evonik, Quest Software, Dell, Anixter, and many more. for 30+ years he has developed, written, delivered, reinforced, and sold sales and sales management training programs that deliver real ROI while fitting into a company's culture, processes, daily sales workflow, and budget.


The other day, a teenager was approaching me wearing a black concert T-shirt with an image of Led Zeppelin on the front, and the year 1977. He happened to stop right in front of me to wait for traffic to stop so he could cross the street. So, I made a comment letting him know I liked the T-shirt and shared that I had seen Led Zeppelin perform in 1977 at Madison Square Garden in New York City.

The young man’s face lit up as he told me that it was his dad’s favorite band and how his dad had seen the concert in New York City as well. He also shared that he and his dad bonded over music and how much appreciation he had for classic rock.

Suddenly, I was noticing the words, logos and images on the people I saw walking through the streets, airports and shops. As I was waiting to pay for a parking space, the woman in front of me turned around and she had the word “Empowered” on her shirt. I took the leap and asked her what the shirt was about. She shared that she was at a conference recently for her company and that the word “Empowered” was the theme for their event. And that it was one of her very favorite words. It’s one of mine too.

Many years ago, I happened to be traveling back from an event in Las Vegas. I was representing Zig Ziglar at that conference and I was wearing the Ziglar logo on my dress shirt. There was a glitch somewhere in the system that created a problem for many travelers, me included. The line began to get agitated, and frustration boiled over…

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