Taiwan may be a small country, but it’s brand ambitions are large. In the past, creating powerful brand names that could hold their own internationally, probably wasn't at the top of anyone's priority list. But today, as increased competition from China and the rest of Asia—and frankly, the whole world—demands Taiwanese companies become more brand savvy, choosing the right names has become an essential component for reaching the top—of any list.

As I was waiting for the train in Dunhua station—in Taipei, Taiwan—a large advertisement for the body shop caught my eye.

Who am I? How do I know it? How can I communicate it? These are three of the most enduring, difficult questions for us to answer, and they only become more difficult as we grow; as individuals, partners, groups, and organizations. Why is that and what can we do about it?