Customer Reviews

The Persona Principle: How to Succeed in Business with Image Marketing

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2 star:		(1)
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I'm picky when it comes to non-fiction books. They have to deliver--be clear, concise, cut to the bone of the matter, and leave me with a plan. Persona Principle gets this. The book's emphasis on invisiblity and incredibility alone is worth the price of the book. It's marketing savvy at its best.
~Carol D. O'Dell, author of Mothering Mother, Kunati Publishing, January 2007.

We live in a world of incredible media noise.
In the competition for attention, voices get
louder and messages turn into slogans. For
the person with a product, idea, cause or
candidate to promote, the temptation is to
merely imitate the loudest and most mindless
of the current slogans and use the most
obvious channels.
The virtue of The Persona Principle is that
it quietly and rationally cuts through all the
noise and lays out a set of principles to guide
you through the development and implementation
of a sound marketing strategy.
The beginning of the program is the development
of visibility and credibility. We all know how easy
it is to be victimized by 'word of mouth'. We end
up repeating what we take to be the conventional
wisdom and, when there seems to be some weight
behind it, to accept it uncritically. Here at last, is
a road map to creating that kind of credibility
for ourselves, our projects and our products.

Lynn Hoffman, author of The New Short Course in Wine

The importance of a company's image as a corporate asset is immense. The Persona Principle clearly demonstrates how top management at any firm can ensure that their entire organization live and breath a good corporate image. Through the use of case studies, and proven image-marketing techniques, the authors will help you build a step-by-step " Persona Plan " to help your company capitalize on the most important and powerful asset it owns.

The books that are out there about image tend to be turgid, academic, and industry specific. This book fragments the mold to propose a simple and intelligent argument about image, organized in clear (actually coherent and logical - not just) steps. Overlook the occasionally shoddy writing and blatant self-promotion, and you'll find a treasure of insights into the elusivity of image-formation. I have been known to sleep with my book. You may too!! whew.

The books that are out there about image tend to be turgid, academic, and industry specialized. This book fragments the mold to propose a simple and intelligent argument about image, organized in clear (actually coherent and logical - not just) steps. Overlook the occasionally shoddy writing and lower school imagery, and you'll find a treasure of insights into the elusivity of image-formation. I have been known to sleep with my book. You may too!! whew.

To succeed in business or a career, you not only have to do your job well, but you must market yourself successfully.

I'm in the middle of an MBA, and I read this book at the same time that I was taking Marketing. The Persona Principle applies the principles of branding and image-making to people, and it's so much easier to read and more fun than a marketing textbook. Armstrong distills the important principles of image and brand marketing down to their essences, then explains succinctly and clearly how to apply these principles to your business or your career to best achieve success.

There are two great obstacles that you have to overcome before you can succeed, either in business or in a career: invisibility and incredibility. Basically, people have to know that you exist and know you can do the job well before they can hire / buy from / promote you. The Persona Principle perfectly explains how to overcome these two obstacles, and not with silly aphorisms but with concrete help.

This is the best book I've ever read on marketing yourself for success.

TK Kenyon
Author of Rabid: A Novel and Callous: A Novel

Overall, I felt somewhat disappointed.

In fact, the book did clearly communicate - 'image is everything', and it provided pretty good explanation on detail principles/aspects of image. However, those principles actually are pretty common sense and generic, so I was looking forward to 'how to' section, especially how to link all principles together and provides a clear plan and tool on the application of the integrated persona principles. Most of the business examples in the book only demonstrated a single aspect. Yet when it comes down to application/how to section, the author only spent 11 pages on 'how-to' and those how-to are still generic. I don't know whether the author is just want to show 'the principle'. So when you really want to apply it, you need to contact with them for tools and consultation. However, if that's the case, then I don't want to buy this book because I want to self-help and self-improve.

Net, I found this book is good at theory/principle explanation but didn't provide a clear method on 'how-to' business application. Recommend 'not to buy' for marketing/brand people.

Authors Derek Armstrong and Kam Wai Yu have penned a `must-have' book that will change the way business owners, entrepreneurs and professionals do business. Expertly researched with numerous examples and stories, this incisive book is an easy read.

The Persona Principle: How to Succeed in Business with Image-Marketing shows you how to create and build a customized visible image, one that will be remembered. "The biggest obstacle to your success is invisibility," the authors say. Armstrong and Yu teach practical solutions that, if followed, ensures your visibility. Unlike other marketing books, this one actually shows you how to do it.

This book is not just for business owners, but also for anyone who wants to create the image of success. Simple language is used, instead of the technical and confusing jargon that is commonplace in most books of this type. You will understand this book!

~ Cheryl Kaye Tardif
Author of Divine Intervention