... 206–209Humility, 15–19, 176Humor, 53–54Identity:distinguishing characteristics of, 183 – 184 significance of, 9–11Image protection, 88 Imagination, 173–174Imitation brands, 60–61, 149, 177Informational ... 102Creativity, 1 28 132Credibility, 190Crises, impact of, 166Criticism, impact of, 66, 91–92Curiosity, 83 , 102Customer contact, 185 – 186 , 2002 18 INDEXccc_hilicki_ind_217-221.qxd 11/22/04 11: 28 ... pretending to be some-2 08 MAY I HAVE YOUR ATTENTION, PLEASE? ccc_hilicki_ch10_196-210.qxd 11/22/04 11:24 AM Page 2 08 one else. It may cause ridicule. It may be awkward. Fitting in can beeasier....