You Are a Brand!: In Person and Online, How Smart People Brand Themselves For Business Success

733 532 0
You Are a Brand!: In Person and Online, How Smart People Brand Themselves For Business Success

Đang tải... (xem toàn văn)

Tài liệu hạn chế xem trước, để xem đầy đủ mời bạn chọn Tải xuống

Thông tin tài liệu

Stealing strategies directly from the playbook of Madison Avenue, advertising guru Catherine Kaputa serves as your personal branding coach.

PRAISE for YOU ARE A BRAND, Second Edition! By Catherine Kaputa “Self-branding is not optional in today’s insecure world of commerce You Are a Brand! is an excellent and welcome addition to the alltoo-small library on the subject.” — Tom Peters, Author of The Brand You 50 and bestseller In Search of Excellence “There’s an old proverb that says ‘You eat life or life eats you.’ Catherine Kaputa and her brilliant ideas on self-branding show you how to be the diner and not the entrée.” — Jay Conrad Levinson, Author of the national bestseller Guerilla Marketing “Each individual is an important contributor to the success of his or her corporation This insightful book shows you how to fully realize your potential and give yourself and your company maximum benefit.” — William H Roedy, former Chairman & Chief Executive, MTV Networks International, and Author, What Makes Business Rock “When jobs across the spectrum of goods and services production are buffeted by global competition, personal branding becomes an absolute essential for professional career development In You Are a Brand!, Catherine Kaputa gives us a no-nonsense kit for survival in the global labor market.” — Gregory L Miller, Chief Economist, SunTrust Banks, Inc I’ve always thought You Are a Brand! is a terrific, useful book…but then Catherine added two new chapters on the art of the elevator pitch and using social media Now that terrific book has become even more sensational! — Anita Bruzzese, USA Today Columnist and Author of 45 Things You Do That Drive Your Boss Crazy “Catherine Kaputa has written an excellent complement to our book High Visibility We talk about how the celebrity industry creates celebrities, and Kaputa talks about how people can bootstrap themselves into visibility.” — Philip Kotler, Professor of Marketing, Kellogg School of Management, Northwestern University “Catherine Kaputa shows how to brand yourself in a logical, well thought out manner, incorporating all of the best social media tactics and more in You Are a Brand! She effectively demystifies the word “branding” by explaining that building a personal brand is nothing more than finding that intersection of market opportunity and your innate, god given gift In a time when no corporate job is secure and more people are branding themselves than ever before, self branding is right in line with the rugged individualism ideal that made America the hope of the earth.” — Jon Wuebben, CEO of ContentLaunch & Author of “Content is Currency: Developing Powerful Content for Web & Mobile” “Al Ries and I once wrote a book about personal positioning called Horse Sense I can honestly say that You Are a Brand! could be more helpful than our book so, obviously, it’s worth reading.” — Jack Trout, President, Trout & Partners, Author, Trout on Strategy “Of the literally dozens of books on personal branding I’ve read, this is the one I keep coming back to time and again Now, with the second edition’s new chapters on social media and the elevator speech, and an online assessment test that will help you position Brand You, it’s more valuable than ever There’s not another book on the subject that I could recommend more highly!” — Robert Barnwell, Author, Lead, Follow or Get the Hell Out of the Way “Corporations strive to market their brands You should strive to market yourself Here is an owner’s guide to doing just that.” — Steve Rivkin, Marketing Consultant; Coauthor, IdeaWise and The Making of a Name “You Are a Brand! shows you how to get the power and make the money on your own Plus, it’s a great read from a talented writer who has something brand new to say.” — Maura Moynihan, Author, Yoga Hotel SECOND EDITION YOU ARE A BRAND! SECOND EDITION YOU ARE A BRAND! In Person and Online, How Smart People Brand Themselves for Business Success CATHERINE KAPUTA emotional power of, 168 leader’s tale, 170 power of three principle in, 148 quest, 169 self-deprecating, 174 self-fulfilling prophecy, 167 self-promotional use of, 249 telling of, 129–132, 139, 151, 163, 167 visualizing of, 169 Story bank, 168–169 Strategic control, 240 Strategic network, 184–185 Strategic networking, 194–195 Streep, Meryl, 150 Streisand, Barbra, 82, 92, 117 Strengths, 29, 265–268 StrengthsFinder, 30 Subaru, 58 “Subscribe,” 214 Success branding and, 6–7 equation for, 28 happiness and, xi others’ perceptions and, 13, 275 positiveness and, 275 professional, xx relationship building for, 226 requirements for, xix Suggestive names, 132 Superiority, 66–67 Susan G Komen Race for the Cure, 104 Sweet spot, 17, 35, 39, 46 Swim with the Sharks, 249 SWOT analysis company analysis using, 30 definition of, 28–29 description of, 15, 17 goal of, 30 guidelines for completing, 31 job analysis using, 30 opportunities, 29–31 self-brand action plan inclusion of, 257 self-brand strategy developed after, 48 strengths, 29 threats, 29–30 weaknesses, 29 Symbols color of, 104 design power of, 102 differentiating of, 100–101 graphic, 101–102 icon value of, 99–100 nonverbal meaning of, 98–99 power of, 97 visual, 98 T Talent, 240 Talking points memo, 137–138, 251 Target, 78, 85 Target audience leader’s involvement with, 55 marketing used to connect with, 16 Target market boss as, 230 brand and, emotional bond between, 226, 228–229 brand brief used to describe, 225–226 colleagues as, 233–234 company executives as, 233–234 description of, 7, 20, 267 loyal customers in, 227–228 net effective reach of, 241 primary, 226 prioritizing of, 226–227 secondary, 226–227 value proposition for, 227–228 wearout of, 241 Tarnower, Herman, 126 Task-oriented thoughts, 24 Taylor, Bret, 190 Tazo, 103 Teach for America, 69 TED conferences, 215 Television shows, 245 Thank-you notes, 196 Thatcher, Margaret, 90, 92–93, 119, 128 Thin slicing, 80 Third-party endorsements, 163, 206 Third-party opinions, 249 Thomas, Helen, 93 Threats, 29–30 “Three Blind Mice,” 148 “Three Little Pigs, The,” 148 Three Musketeers, The, 148 Tiffany, 100, 104 Timeline, 214 Tipping point, 125 Tipping Point, The, 125 Title job, 120 stretchable, 133 To Kill a Mockingbird, Toledo, Isabel, 85 Tomorrow Shoes, 70, 86 TOMS Shoes, 69–70, 86 “Top 10 Lists,” 133 Top of mind awareness, 240 Top Shop, 78 Total brand experience, 106, 110 Touchpoints, 220–222 Toyota Corolla, 113 Trademark, 91–92, 94 Trout, Jack, xxiii, 121 Trout & Ries, xxiii Trump, Donald, 63, 91, 95, 128, 245–246 Trust, 55 Truvia, 61 T-shaped students, 30 Twain, Mark, 104, 128 Tweet, 205–206, 215–217 TweetBeep, 223 TweetDeck, 209 Tweeters, 185, 204–205 Tweeting, 215–217 Twitalyzer, 223 Twitter, xvi, 51, 56, 100, 120, 122, 200–201, 205–208, 215–217, 223–224 Two-way dialogue, 44 Type fonts, 100 U Ulysses, 169 Unbroken, 132 Unconscious mind, 23, 25 Unique name, 116–117 Unique selling proposition definition of, 20 description of, example of, 125 finding of, 20 United Nations, 70 University alumni groups, 192 University of Milan, 202 University of Washington, xxii Unleashing the Ideavirus, 125 UPS, 104 Use What You’ve Got, and Other Business Lessons I Heard From My Mom, 63 User positioning strategy, 64–65, 72 V Value proposition, 227–228, 235 Vaynerchuk, Gary, 218 Verbal identity, xvi, 8, 17, 269 Veuve Clicquot, 67 Victoria’s Secret, 106 Video conferencing, 220 Videos, 215 Virgin, 57 Viro, Polina, 278 Virtual brand, xvi Virtual meetings, 219 Virtuous mind-set, 60 Visibility arena for, 248 benefits of, 242 brand manager’s role in creating, 241 breakout story for, 248–249 building of, 16, 239, 241 business, 243–244 high-visibility tactics, 246–247 low-visibility tactics, 246–247 media for, 250–251 mediagenic fields, 249 methods of enhancing, 245–246 reputation protection, 251–252 “room in the channel,” 247–248 self-brand and, 269 self-promotion, 249–250 Visual association test, 82–83 Visual clues, 86–87 Visual excitement, 83–84 Visual hammer, 100, 110 Visual identity accentuating of differences, 81–82, 94 accessories as part of, 91–92 aging and, 93–94 attractiveness principle See Attractiveness celebrity examples of, 83–84 clothes as part of, 84–86, 94 company culture and, 88 consistency of, 95, 109 description of, xvi, developing of, 82, 94–95 distinctive, 269 dress codes, 88 first impressions, 80–81 hairstyles, 90–91, 95 height, shape, or profile used to build, 95 of icons, 99 importance of, 77 information obtained from, 80 inspiration for, 83 looking the part, 87–88, 94 makeover of, 89 message communicated through, 82–83 others’ perceptions influenced by, 79 perfection as part of, 89–90 pins used to form, 92–93 power of, 78 presence associated with, 93, 95 snap judgments based on, 80 trademark, 91–92, 94 Visual images, 145 Visual inventory, 82 Visual metaphors, 124, 131, 166 Voice branding, 141–142, 151–152 Voice mail, 155 Volkswagen, 56 Volunteering, 262–263 Volvo, 58, 118 Vreeland, Diana, 82 Vulnerability, 174, 251 W Waiting for Godot, 11 Wall Street, xxiv, 30, 108, 119–120, 184, 243, 258 Wall Street Journal, 22, 94 Walmart, 78 Warhol, Andy, 82, 107 Weak links networks, 184, 187 Weaknesses, 29, 267 Wearout, 241 Weaver, Sigourney, 115 Website See also Internet brand identity using, 202–204 brand look on, 203 content on, 203 development principles for, 203–204 domain name, 207–208 first impressions from, 203 links, 204, 207–208 mobile-friendly, 204 navigation on, 204 profile picture on, 210–211 sharing tools on, 208 speed of, 203 Welch, Jack, 121, 123, 252 Well-Bred mind-set, 69 Wells Fargo, 100 Wells Rich Greene, xxiii, 107 Wen Zhao Ben, 278 White, Betty, 79 White, Ronald C Jr., 145 White House, 71 Who Says Elephants Can’t Dance?, 88 Whole Earth Catalog, 147 Whyte, John, Williams, Serena, 83 Williams, Venus, 83 Winelibrary.com, 218 WineLibraryTV.com, 218 Wintour, Anna, 95 Women clothing worn by, 85 hairstyles of, 90, 95 Women For Hire, 164 Women in the World Summit, 150 Wood, Jake, 141 Woods, Tiger, 117 Word of mouth, 189, 201, 249 Words creation of, 123 loss of, 122 masters of, 133–134 owning of, 121 power of, 111–112 quirky, 122–123, 132 stickiness of, 122–123 Work environment branded, 106–108 demographic, 108 World Economic Forum, 70–71, 194 Wu, Jason, 85 X Xerox, 132 Y Yahoo!, 152 Yin and yang, xi–xii Yoga, 233 Youth, 93–94 YouTube, xvi, 201, 208, 215 Z Zappos, 56, 204 Zellweger, Renée, 118 Zeta-Jones, Catherine, 117, 242 Zuckerberg, Mark, 51 Zynga, 56, 123 ... being who you were meant to be Branding is a great tool for both, because it makes you an active partner in your business and in your life destiny You Are a Brand! will teach you selfbranding... branding available to you In many ways, brands are like people: They have qualities, attributes, and personalities And people are like brands They are products that can be nurtured and cultivated... worked Marcus Cicero was elected consul in a landslide in 64 B.C Is Personal Branding for You? Are you afraid of the idea of self-branding? Many think self-branding may be inauthentic or manipulative

Ngày đăng: 15/03/2014, 23:28

Từ khóa liên quan

Mục lục

  • Title Page

  • Copyright Page

  • Dedication

  • Contents

  • Foreword

  • Preface

  • Introduction

  • Part I Brand Strategy: Finding Your Self-Brand Idea

    • Chapter 1 Take Charge of Your Self-Brand

    • Chapter 2 Think Different to Become a Brand Apart

    • Chapter 3 Search for the Sweet Spot Where You and a Market Opportunity Meet

    • Chapter 4 Find a Great Self-Brand Strategy to Get Great Results

    • Part II Creative Development: “Packaging” Brand You

      • Chapter 5 Use the Principles of Visual Identity to Create a Powerful Self-Brand Package

      • Chapter 6 Tap into the Power of Symbols, Logos, and Design to Imprint Your Brand Identity

      • Chapter 7 Harness the Power of Names, Signature Words, and Phrases to Lock in Your Message

      • Chapter 8 Learn to Speak for Effect, Not Just Facts

      • Chapter 9 Master the Art of the Elevator Speech and Pitch Yourself Anytime, Anywhere

      • Part III Marketing Brand You: Building Visibility and Connection with Your Target Audience

        • Chapter 10 Take the “Work” Out of Networking

        • Chapter 11 Learn the Art of Cyberbranding to Build Your Brand Online

        • Chapter 12 Think in Terms of Emotional Engagement with Your Key Target Markets

        • Chapter 13 Become a Little Bit Famous

Tài liệu cùng người dùng

  • Đang cập nhật ...

Tài liệu liên quan