Fraternity Kid News Today : Breaking News, Live Updates & Top Stories | Vimarsana

Unpatriot crick about that at all. >> flip it around. people are saying they're finding a clever way these two companies around this by avoiding the inversion debate itself. in this case having the smaller player al are -- allergan buying pfizer to dodge this whole inversion thing but is it just fueling the debate these companies are playing it too cute for words? >> well, neil, they are. and listen, lawyers and investment bankers had a very busy weekend figuring out exactly how to structure this, but to gary's point, the tax code is what invites this and almost demand it. when you talk about ...

Time to do more effectively. >> and basically then write who that person is, like it's the fraternity kid who wears his cap backwards and drinks beer in the middle of the night, like that? >> exactly, exactly. for each segment you want to create a person, who is jane? where does she live? what does she do for work? what is her family life like? what groups does she belong to? you want to pretend it's like a screenplay and you're writing a character. >> so you've got your character and then you talk about listing being the emotions around your brand. do you ask others? >> your brand has to evok...

Strategy doesn't have to be a difficult task. 33 she has some simple exercises you can do when you're both cash strapped and time strapped, but want to build buzz, attract fans and grow your business. maria is ross it the founder of red slice, a consultancy that offers brand and messaging strategies and author of the book "branding basics for small business: how to create an irresistible brand on any budget." great to see you, maria. >> thanks for having me, j.j. >> i want to just dive right into the exercises that you have. the first thing you say is create a character profile. write a charac...