Clive Chajet makes famous companies more famous so that they can make more money. That's why, in the corporate world, he's known as "The Brandmeister." "Brandmeister! I like that - there's a ring to it," said the founder and chairman of Chajet Consultancy, letting forth his trademark booming chuckle. That ring has resonated with prominent companies such as Citigroup, Continental Airlines, Triarc, Mutual of New York, Nissan's Infiniti, Nasdaq, Humana, Vornado Realty Trust, American Stock Exchange, Chrysler, McGraw-Hill, Standard & Poor's, Carnegie Hall, and, yes, Enron. Mr. Chajet has assisted all of them in strengthening their brand. "That means I deal with two things - identity and image," he said. "A company's name, its logo, its communications material, its advertising, and its public-relations - these things add up to its identity. A corporation's identity is what it chooses to use to shape those perceptions. The image of a brand, on the other hand, is what people think of you - and how you react to that. A corporation's image is what is perceived by its various audiences - how it appears to outsiders." Corporations worry about both their identity and image, which is why they seek Mr. Chajet.
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