David McNally, Karl D. Speak

Be Your Own Brand

A Breakthrough Formula for Standing Out from the Crowd

• Broschiertes Buch

Produktbeschreibung

In this second edition of their classic book on personal brand, David McNally and Karl Speak show that developing a personal brand is not about constructing a contrived image. Rather, it is a process of discovering who you really are and what you aspire to be. The hallmark insight of this new edition is that the best way to establish a strong and memorable brand is to make a positive difference in the lives of others through making lasting impressions that build trusting relationships.

McNally and Speak take you through the process of identifying the key components of your brand, conveying that brand to the world, checking how closely your brand aligns with important relationships in your life particularly the one with your employer and assessing your progress along the way. This thoroughly revised and updated edition features new material on how to use social media to build a powerful personal brand and case studies of individuals whose personal brands have changed the world.

Produktdetails

• Verlag: Berrett-Koehler Publishers / McGraw-Hill Professional
• 2nd. upd. and exp. Ed.
• Seitenzahl: 168
• Erscheinungstermin: 3. Januar 2011
• Englisch
• Abmessung: 216mm x 139mm x 15mm
• Gewicht: 230g
• ISBN-13: 9781605098104
• ISBN-10: 1605098108
• Artikelnr.: 30594644

Autorenporträt

David McNally is a best selling author, an internationally acclaimed speaker, and an award-winning film producer. He is the author of the bestselling Even Eagles Need a Push: Learning to Soar in a Changing World and The Eagle’s Secret: Success Strategies for Thriving at Work and in Life. He has spoken before such organizations as Merrill Lynch, The Washington Post, Unisys, Dun & Bradstreet, Honeywell, American Express Financial, State Farm Insurance, and Amway. Karl D. Speak is president of Beyond Marketing Thought, a global brand management consulting firm. In addition to his many consulting assignments, his Executive Branding Workshops™, seminars, and keynotes help take the mystique out of brand management issues for audiences representing every size, scale, and type of business. He writes regularly for magazines ranging from Design Management Journal to the Journal of Health Care Marketing. He has taught in MBA programs from the University of Minnesota to London’s renowned University of Westminster. His client list includes industry leaders like Target Corporation, Wall Street Journal, Stanley Tool Works, Skandia, Pillsbury, FedEx, US Bancorp Piper Jaffray, Sony, American Express, Cargill, Sara Lee, 3M, Honeywell.

Inhaltsangabe

Acknowledgments
Introduction Being More of Who You Are
Chapter One Personal Brand: The Perception That You Made a Difference
Chapter Two A Strong Personal Brand Delivers on Three Important Expectations
Chapter Three Your Personal Brand is Perceived From Three Different Dimensions
Chapter Four Authenticity: The Cornerstone to Building a Strong Brand
Chapter Five Creating Your Brand Platform: Dimensions and Ethos
Chapter Six A Promise to Be More of Who You Are
Chapter Seven How Strong is Your Personal Brand Today?
Chapter Eight Aligning to Become a Stronger Brand
Chapter Nine Personal Brand Building Has Gone Social
Chapter Ten The Courage to Live Your Brand
Works Cited
Index
About the Authors

Rezensionen

Squarely delivers where other books have left off by creating a genuine self-understanding and a strong picture of the person you are and want to become to create real, sustainable personal change.
Stephen Weiss, former President, EDMC Online Higher Education, and former President and COO, Capella Education Company

A strong personal brand is paramount for effective leadership. Be Your Own Brand is a powerful and practical guide for building deep and meaningful relationships.
Perry Cantarutti, Senior Vice President, Europe, Middle East, and Africa, Delta Air Lines

Be Your Own Brand, when applied within a business organization, has the power to accelerate the pace of organizational brand development tremendously.
Taras K. Rebet, President, Western Europe, Otto Bock HealthCare GmbH

From this book you ll experience deep introspection and discover your own brand, which will surely ignite personal and professional growth.
Heather Backstrom, Employee Development Manager, Moog, Inc. Aircraft Group

Be Your Own Brand explores the notion of a personal brand not as some kind of scripted performance but as the most genuine and natural affirmation of individual strengths and distinctiveness.
Matthew Damon, President, Nilan Johnson Lewis

The explicit and implicit connection between one s personal brand and the brand of the company or organization for whom one works is convincingly presented in this book. Its message that our brands allow us to become more of who we are, reflecting what we stand for and how we convey that to others is as true for individuals as it is for organizations.
Katrinka Smith Sloan, COO, LeadingAge

After reading Be Your Own Brand, I only wish that I would have read this book when I started my career as a brand professional sixteen years ago. It s a must-read book for people who wish to achieve their highest level in life. I am currently lecturing in an international university, and this book is mandatory for all my students.
Dino Martin, Brand Consultant and Associate Faculty Member, Binus University, Jakarta, Indonesia

The one sales effectiveness book every sales and marketing executive should have on the bookshelf, Be Your Own Brand speaks to today s most urgent business issue: your people are your brand. I found every page to be full of great ideas and powerful insights.
E. Patrick Gallagher, Director, Learning and Development, FindLaw, a Thomson Reuters Company

Virtually everyone in business can become a more effective leader by putting into practice the power of positive perceptions presented in this book. In addition, the authors take on authenticity and making a difference can add a new, powerful perspective to any coach s leadership development activities.
Karen Gifford, President, Gifford Management and Leadership Coaching

Everyone has a brand. This book will teach you how to translate your purpose, vision, and values into a strong personal and professional brand. The book leads you on a journey that will help you understand the power of your personal brand and nurture its evolution throughout your career.
Agnes Ring, Vice President, Bonestroo

In the financial services industry, a strong personal brand is essential for career success and personal fulfillment. McNally and Speak have written an invaluable guide for helping financial advisors craft such a brand for themselves and their enterprise.
Michael J. Haglin, Division Vice President, Thrivent Financial for Lutherans

Be Your Own Brand demonstrates how the principles of marketing can also serve as the foundation of authentic leadership. The authors ability to draw upon the common understanding of branding to create a parable about self-awareness and effective leadership makes Be Your Own Brand essential reading for every manager looking to make a difference.
Durwin A. Long, PhD, Assistant Dean, Executive and Professional Development, Opus College of Business, University of St. Thomas

As a senior executive in a growing company, I saw firsthand how the personal brand concepts in Be Your Own Brand were instrumental in helping employees find a strong connection between their work and the value we provided to our customers. The focus on making a difference in the revised version of Be Your Own Brand will undoubtedly make these proven concepts of personal brand an even more powerful customer-centric employee engagement tool.
John Super, President, Advance Path

In the financial services business, the personal brand of each advisor has a big impact on client loyalty. When the personal brand of an advisor is aligned with the company s brand, both become stronger together. The innovative personal brand concepts in Be Your Own Brand will help advisors build a stronger personal brand.
Wick Manley, Senior Vice President, AgStar Financial Services

As this book says, the brand on the outside is only as good as the brand on the inside. Based on the personal brand concepts in Be Your Own Brand, the brand training program we created with Karl helps our associates align their personal brands with our enterprise brand.
Mark Berryman Hier, Second Vice President, Communications and Research, Securian Financial Group, Inc.