Creating and maintaining the right personal image for you and your company

For those of you who are coffee lovers, have you ever heard of Kopi Luwak? I think this product has the best image, ever! Imagine this...people say it's the best tasting coffee. Here's the process of how the special taste comes about: the coffee beans are ingested by an animal called palm civet (in Indonesia). The beans pass through the stomach, the small intestines, then the big intestines, and yep, you know where it ends up last...the palm civet poops them out. Apparently, the coffee bean goes under certain changes from the digestive enzymes of the animal, thus the taste becomes different, and better. The plantation workers would go through the poops, and get the coffee beans out from the piles. I have not tried the kopi luwak, so I cannot comment on the taste. But taste is not exactly where the winning image is for this product. It's the fact that some coffee enthusiasts actually want to buy a piece of palm civet poop along with the beans! Now that's something new to me - buying a piece of poop!! From what I hear, a package of kopi luwak with a piece of palm civet poop is very, very expensive. Can someone beat this? Marketing an animal by-product and actually have people to pay lots of money to buy it? They have really projected an expensive image and targeted people who can afford this coffee. I know someone who does want a piece of the palm civet poop. I shall go back to writing about image management next time.