Product Description

Branding is the hottest, most talked about phenomenon in the business world today. For in the ultracompetitive twenty-first century, you need more than talent and hard work to get ahead. How do you brand yourself? By forging an identity that will help you make a dazzling impression and become a star in the career of your dreams. Marketing experts David Andrusia and Rick Haskins have consulted on brands for such diverse companies as Disney, Swatch Watch USA, and Revlon. Now they show you step-by-step how to develop, refine, and communicate your own unique brand. Inside you'll learn how to

- Pinpoint your skills, your passions, and the "selling" parts of your personality with the exclusive Brand Assessment Test
- Determine the needs of your target market
- Create a Personal Branding Statement (P.B.S.) that says to your boss or potential employer: "You'd be crazy to go with anyone else."
- Tailor your P.B.S. to the requirements of a specific job, industry, or client
- Incorporate your brand in your résumé, during job interviews, and in cultivating new employers or clients
- Broadcast your brand--and receive the visibility to put you on top!

Product Details

• Amazon Sales Rank: #494204 in Books
• Published on: 2000-01-04
• Released on: 2000-01-04
• Original language: English
• Number of items: 1
• Binding: Paperback
• 256 pages

Amazon.com Review
Brand Yourself compellingly advocates combining today's hottest business concept with the biggest trends in business demographics. Geared toward anyone switching careers, running a small business, or just striving to advance in a current job, the book--by veteran career coaches and marketing consultants David Andrusia and Rick Haskins--argues persuasively that one must carefully create a personal brand and aggressively market it like soup or mouthwash in order to get ahead in these ultracompetitive times. "Branding is such a powerful tool in selling products that it makes perfect sense that we as individuals should brand ourselves," they write, "thereby creating a strong, positive sense of ourselves and our services that is different and better than what our peers have to offer." They begin with an extensive but clearly articulated "career self-evaluation and brand assessment" to facilitate development of a "Personal Branding Statement" that is specifically shaped by your skills and personality traits in addition to marketplace needs. They then focus on "packaging your brand" with the right name, collateral material, and even office space, and "making yourself known" through properly framed written matter and personal contacts. Concluding chapters offer specific suggestions on attaining promotions and changing careers, as well as using the concept in other special circumstances. --Howard Rothman

From Booklist
This book will confirm the suspicions of cynics. Its publicist almost brags, "You need more than talent and hard work to get ahead." Pragmatists will counter, however, that the authors are really only introducing a new vocabulary. Regardless, "personal branding" is currently a hot catch phrase. Andrusia is the author of The Perfect Pitch: How to Sell Yourself for Today's Job Market (1997) as well as several travel guides. Haskins has been a brand manager at Proctor and Gamble and was a marketing vice president at Disney Co. What they offer is fairly standard career advice, but it is steeped in the jargon of Madison Avenue. It is not much of a leap to move from recommending that job hunters "sell themselves" to having job hunters think of themselves as products. Andrusia and Haskins know how to move a product. They make the case for the "need to brand" and offer tips on brand assessment, developing a "personal branding statement," packaging oneself, broadcasting one's brand, jump-starting "stalled" brands, and rebranding. Caveat emptor! David Rouse

Review
"Today's marketplace is so crowded you have to stand out from the pack. Creating a unique brand for yourself can mean the difference between finding a job and being unemployed. I'd recommend this book to anybody looking for work."
--Marian Effienger, Senior Vice President
   Advertising, Promotion, and Publicity
   Walt Disney Television

"Branding is the key to identifying and ensuring long-term success for both our entertainment and corporate clients. Now readers everywhere can apply Andrusia and Haskins's proven self-branding techniques for their own success. A surefire hit!"
--ELLEN KRONER
   Senior Vice President, ICM

"Branding is the single most important marketing concept today. . . . Readers using Andrusia and Haskins's self-branding suggestions will stand head and shoulders above the rest. For people in any field, this book is a must and an idea whose time has truly come."
--Doug Gleason, Senior Vice President, Marketing
   MGM Consumer Products -- Review