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With the common goal to elicit an emotional response through a carefully communicated first impression, Sarah reviews the three key lessons companies can learn from these experienced and bountiful self-branders.

Sarah Willersdorf is a Partner and Managing Director at the New York office of BCG and the global topic lead for Luxury, Fashion, and Beauty within BCG.

This leaves many victims not only embarrassed, but also in financial distress.

It is important for online users to be on the look-out for online dating and romance scams.

In a generation raised on 140 characters or less, brand expert Sarah Willersdorf proposes that marketing has a lot to learn from online daters.It can happen like this: “Maria” signed up for an online dating service and was contacted by “Andrew,” who claimed to be an American overseas on business in Australia.Maria and Andrew seemed to hit it off and began planning a road trip for that summer when Andrew would come back to the U. Andrew sent Maria a check for ,000 to cover the cost of their trip, but then suddenly asked her to send ,500 back to him because he needed money for rent after being laid off from his job.We're told that many of the best business ideas are developed in the pub, and this is where we were in 2006, mulling over the changing perception of online dating sites and their increasing popularity in urban areas, when we came up with the idea for Muddy Matches.Since then, the site has gone from strength to strength, with thousands of people joining a month and many thousands of success stories.Maria deposited the check and sent the money, but was soon contacted by her bank, which told her the check was bad and she had to repay the ,500.