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High Visibility: Transforming Your Personal and Professional Brand Hardcover – December 15, 2005


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Product Details

  • Hardcover: 240 pages
  • Publisher: McGraw-Hill; 3 edition (December 15, 2005)
  • Language: English
  • ISBN-10: 0071456805
  • ISBN-13: 978-0071456807
  • Product Dimensions: 9.3 x 6.7 x 1.2 inches
  • Shipping Weight: 1.5 pounds
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #1,119,746 in Books (See Top 100 in Books)

Editorial Reviews

Review

"High Visibility brilliantly captures the how, why, and what of the celebrity-building process." -- Al Reis, bestselling author of Positioning and Marketing Warfare

"High Visibility is the Bible, the Das Kapital, the Origin of Species of the infant science of celebritology." -- Peter Carlson, Washington Post

From the Back Cover

Since the first edition of this groundbreaking book, high visibility has become a world-wide phenomenon. No longer limited to the entertainment sector, visibility seeking--the process of creating and managing one's public persona--has expanded to the business and professional world. World-renowned communications and marketing experts Irving Rein and Philip Kotler were the first to establish high visibility marketing and communication as a sophisticated industry, presenting new insights into achieving fame. Now, in this highly anticipated new edition, Rein, Kotler, and coauthors Michael Hamlin and Martin Stoller show you how you can utilize visibility to reap rich benefits and maximize your success no matter what profession you are in.

High Visibility unlocks the mysterious enigma of visibility and explains how this industry has evolved to help you achieve personal brand distinction in your professional life. You'll discover how people are seeking to become brands, how the current culture and trends have affected brand building, and the problems and solutions for attaining personal and professional brand recognition.

Based on hundreds of examples and case studies of personal and professional brands from all walks of life--from Donald Trump to Oprah Winfrey to the high-profile executive--High Visibility reveals the sophisticated marketing techniques used to become a recognized brand. This timely new edition also

  • Updates the critical section on transformation--brand generation, testing, refinement, realization, distribution, and sustaining--to reflect the current marketplace
  • Reflects the different motivations and needs of those seeking high visibility
  • Integrates new technology and use of the Web in visibility seeking
  • Introduces the strategies used by successful professionals to sustain high visibility over the long term

Today, it's not just what you know or who you know--it's who knows you. High Visibility is the difference between being just a member of the crowd and becoming a highly recognized individual.

The classic guide to personal and public image making--now updated for the digital age

The groundbreaking, critically acclaimed original edition of High Visibility established celebrity--the creating and managing of one's public persona--to be a critical factor in achieving personal and professional success and status. Now, in this new third edition, international communication expert Irving Rein, international marketing guru Philip Kotler, and coauthors Michael Hamlin and Martin Stoller show you how to achieve and benefit from high visibility--in any profession!

This revised and updated edition features:

  • Ways to redefine your image, grow a business, promote a platform, and create new opportunities with personal and professional branding
  • Transformation techniques that can shape your personality and brand--updated to reflect the current marketplace
  • Ways to use new technologies and the Web to enhance your brand
  • New examples of personal brands from Donald Trump, Martha Stewart, Dr. Phil, Oprah Winfrey, and Warren Buffett

"High Visibility brilliantly captures the how, why, and what of the celebrity-building process."
--Al Reis, bestselling author of Positioning and Marketing Warfare

"High Visibility is the Bible, the Das Kapital, the Origin of Species of the infant science of celebritology."
--Peter Carlson, Washington Post


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Customer Reviews

First, I read the 1987 edition of this book.
Scott Jensen
Also, as a result, the authors have much more material to work with as the number of opportunities and venues to establish high visibility has so rapidly increased.
Robert Morris
In this way, branding is one of the fundamental tactics to successful business strategy.
Gweilo

Most Helpful Customer Reviews

5 of 5 people found the following review helpful By Peter Cohan on March 12, 2006
Format: Hardcover
Hollywood's star system pervades global culture. While there are tens of thousands of aspiring actresses in film capitals around the world, only Reese Witherspoon can command $18 million a picture. Whether you sell real estate, defend criminals, lift faces, opine on the economy, or consult to managers, you are among millions of others aspiring to reach the peak of your profession. And why not? In these and many other endeavors, the top fraction of 1% receive a disproportionate share of the rewards.

The Third Edition of High Visibility can help you win this star system. Having just completed reading the book, there were four sections that particularly caught my attention:

* Chapter 4's Visibility Hierarchy introduced a compelling way to chart an individual's visibility on a two dimensional scale mapping visibility duration (from a day to forever) against visibility reach (from global to international). I found this a useful way to assess one's position in the hierarchy and to consider one's future.

* Chapter 5's 22 Major Storylines highlighted popular media story concepts such as "success/failure/success" or "the big break" illustrating them with individuals who fit these storylines. This list struck me as a very useful way to brainstorm story ideas for editors and writers.

* Chapter 6's four basic charisma strategies fascinated me. Detailing approaches such as "The Impressive Stranger" or "Charisma Through Audience Mastery" I was struck by the example of how Scarlett Johansson's performance in Lost in Translation helped her emerge from the pack.
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4 of 4 people found the following review helpful By Robert Morris HALL OF FAMETOP 100 REVIEWERVINE VOICE on February 22, 2006
Format: Hardcover
NOTE: The remarks which follow discuss the updated third edition of a book first published in 1987 and then revised ten years later. Be aware of the fact that several of the other Customer Reviews are of earlier editions.

As the authors explain in their Preface, "In High Visibility, we address the growth of visibility seeking and the contribution of visibility and strong personal brands to competitiveness and opportunity generation in a systematic format....Central to the book's foundation is the concept of [begin italics] transformation [end italics], the process that aspirants typically undergo to become personal and professional brands. We take the reader through all the stages of the transformation process, including brand generation, testing, refinement, realization, distribution, and sustaining." Here are some of the questions to which the authors respond brilliantly:

1. How to break through a cluttered, fragmented, and global marketplace?

2. When doing so, how to manage and balance the demands of the private-public self?

3. How to prioritize public and private goals and aspirations?

4. How to achieve visibility more cost-effectively?

5. How to formulate an appropriate high visibility strategy?

6. How to integrate technological decisions with that strategy?

7. How to inventory your talent threshold and, when doing so, be realistic?

I greatly appreciate the authors' provision of all manner of reader-friendly sections and devices which both summarize key points and facilitate convenient review later of those.
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4 of 4 people found the following review helpful By M. Bennett on December 22, 2001
Format: Hardcover
"High Visibility" sheds light in to the sometimes opaque world of publicists and celebrity marketing. Case studies from many different people from all walks of life (atheletes to porn stars)who sought to be in the lime-light are examined throught this book. Why are certain personalities still being sought after since 20 years while others fade away from our memories after only one week? There are many answers but not detailed enough.
I found the most interesting part to be "The Technique of Transformation". Here the authors discuss and show different examples of how a "dying star" made a comeback by redefining their personality and what they represent. Some people are forced to change after a scandle or a peak in performance and must exploit the media in order to thrust their client back on center stage. How the publicist propaganda machine works to take advantage of both print and visual media is explained but I feel it should have been much more detailed. They stopped right when it was becoming very interesting. Then again, maybe this was part of the marketing plan to create more demand for the "High Visibility II".... just joking.
It is a book that all marketing people should read as almost all of the concepts from marketing personalities can be transfered to all products in any industry.
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4 of 5 people found the following review helpful By A Customer on August 21, 2002
Format: Hardcover
I always wanted to know how some celebs are still around and others aren't. Everyone still talks about Marilyn! And James Dean, and he made, what, 3 movies? So, I thought Rein could answer my questions. He did, but I found Michael Levine's Guerrilla PR: Wired better. Mike covers the how-tos. Irv just does the overall stuff. Still fun to know for Jeopardy, but *how?!* That's what Irv didn't do as well, the down-and-dirty details.
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