From Publishers Weekly
According to marketing consultant Graham, the most successful individuals are those who understand how to muster their character, personal beliefs and unique abilities to add value to their jobs, their relationships and their communities. By doing so, they create and build upon a distinct and recognizable "Life Brand," similar to the way Coca-Cola, Oprah Winfrey, Microsoft and Martha Stewart evoke clear, consistent images that underscore the value they add to their target audience's lives. Graham acknowledges that brand success is not necessarily measured in dollars, citing Nelson Mandela, for example, as a man whose name holds universal meaning for people worldwide. Like other motivators, he prizes the power of having goals, focus and passion, but his reasoning is tepid in this book that mostly rehashes his popular You Can Make It Happen. With advice limited to determining one's skills, talents and knowledge; bland reminders to follow through on promises and project a positive attitude; and suggestions for increasing one's visibility (e.g., start a nonprofit organization, create a Web site), Graham fails to provide detailed practical instruction to a readership looking for direction. All in all, this work is hollow and appears hastily put together. (May)Forecast: In contrast to Robin Fisher Roffer's Make a Name for Yourself (Forecasts, Nov. 20, 2000), which provides motivation and concrete instruction for a slightly more sophisticated audience, this book's strongest asset is Graham's well-known association with Oprah Winfrey, who is mentioned repeatedly in the book.
Copyright 2001 Cahners Business Information, Inc.
Even though Graham runs his own management and marketing consulting firm and founded Athletes Against Drugs, he is best known--rightly or wrongly--as Oprah Winfrey's boyfriend. Furthermore, Graham is a coauthor of The Ultimate Guide to Sport Event Management and Marketing (1995) and has taught sports marketing at Northwestern University's business school. He also co-taught "Dynamics in Leadership" there with Oprah during her much publicized foray into academia. Other books by Graham are the motivational You Can Make It Happen: A Nine-Step Plan for Success (1997) and a heartfelt spin-off called Teens Can Make It Happen: Nine Steps to Success (2000). Graham suggests that this new book complements and expands the ideas he presented in those two earlier titles. He acknowledges that personal branding is no longer a novel tactic, but he applies his own unique perspective. He discusses the concept of branding, explains how it can be applied to one's life, and offers up plenty of examples. David Rouse
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