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Be Your Own Brand: A Breakthrough Formula for Standing Out from the Crowd By David McNallyKarl D Speak ( Berrett-Koehler Publishers )
Release Date: 2003-09
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List Price: $17.95
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Product Description
Brands are typically associated with products and businesses, but David McNally and Karl Speak suggest the same concept can be applied to individuals and relationships, with powerful results. Be Your Own Brand shows how personal branding, like product branding, creates a special type of relationship fueled by a strong belief system and tied to an emotional connection. The authors help readers understand the importance of relationships as the currency for success in their personal and business lives. They present specific tools for success that include simple principles that define the characteristics of a branded relationship; a clear model that defines one’s unique personal brand; and a way to distill the essence of that brand into a meaningful and actionable "brand promise." This blueprint for "personal branding" will help all readers achieve maximum career success — quickly and permanently — without personal compromise or selling out.
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 it's not real ( carla_k_killetti )
you can't trust the people that fall for your brand. All the stuff in this book is stuff anyone knows, you just have to be super calculated to believe it would make your life better, and how much more calculated to write a book about it and try to make a buck off suckers.
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 Self help for marketers- one useful idea ( slkimmel )
This book re-casts in marketing speak Adam Smith's old injunction for businessmen, that they ought to be honorable, because dishonorable behavior will damage their reputation, and thereby damage their business. Of course, those who have not noticed that other people judge them by their behavior, are probably so far gone that this book wouldn't help them anyway.
That said, thinking of oneself as a commodity, like toothpaste or hamburgers, can be a useful heuristic device for understanding the perceptions other people make about you, and where their understanding might not align with your own. It is, as the authors point out, not enough to simply be a good person. If other people do not "perceive" you as a good person, then you're unlikely to get many of the benefits of being a good person. The authors' most interesting peice of advice is to use metrics to measure how well your behavior matches your "brand" (the kind of person you want to be) and to also actively measure how well your "brand" accords with others' perceptions of you.
This is a rather starkly utilitarian perspective on self-development. This book contains several ideas in the details that are useful thought-experiments for understanding where there may be a disconnect between what you think you are, and what other people think you are.
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 Daves review
"I approached this book with great skepticism. Seeing myself as a brand was not appealing but the truth is we are all 'branded' in the eyes of others. What struck me immediately was the observation that people cannot see inside of me, they judge me by my actions. In the end I found the ideas in this book to be intriguing and compelling"
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Be Your Own Brand
This is one of the most valuable books I've read. It's very insightful concepts and ideas inspired me to go after some long-held career goals just by using my natural abilities. Thanks to the author, it's working!
Newt Shoup
Lansing, Michigan
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This Is A Must Read For Everyone In Business! ( jennifer_achievers )
"BE YOUR OWN BRAND" is a great book with a powerful premise. Instead of regurgitating all the old marketing themes about branding, David McNally and Karl Speak, uncover the fundamental truths. Creating a unique stand-alone identity requires a commitment to build special relationships - with yourself, your co-workers, your customers and the public. The authors make it easy to read and understand. In addition, there are lots of practical strategies that will inspire you to take action. This is a must read for everyone in business!
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