Craig Arthur 3 March 2014 Branding, Roy H. Williams, Monday Morning Memo Brands are Built on Core Beliefs Craig Arthur 3 March 2014 Branding, Roy H. Williams, Monday Morning Memo I look in the mirror and see the person I believe myself to be. You look at me and see the person you believe me to be. We don't see the same person.Businesses, too, see themselves differently than their customers do.