Nairobi, Feb. 15 -- What is unsaid in business, powers the enterprise forward, or causes it to go belly up. "Much of someone's real character lies in what they don't say about themselves" observes Joyce Rachelle. Whether in marketing, looking at an organisation chart, or observing a manager's actions, it is the 'unsaid' that speaks loudly.

Marketing is how the brand makes you feel

Managers often mistakenly associate marketing with their company's branding and logo with who they are -- the image that they want to project on to the marketplace.

Yet, in reality, an organisation's identity is how the customer feels when they use their product, or service. As Seth Godin points out, imagine that Nike went into the hotel business. One could g...