High Visibility: Transforming Your Personal and Professional Brand (Hardcover)

by Irving Rein (Author), Philip Kotler (Author), Michael Hamlin (Author), Martin Stoller (Author) "The chairman, entertainer and fashion designer, and former journalist turned lawyer and fiction author are worlds apart, but they share a very powerful bond: high..." (more)
Key Phrases: late industrialization stage, visibility pyramid, talent threshold, New York, Wall Street, United States (more...)

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

Product Description
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 succeed in a competitive environment--and how personal and professional branding can benefit all high visibility aspirants!

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--This text refers to an out of print or unavailable edition of this title.

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.

See all Editorial Reviews

Product Details

• Hardcover: 240 pages
• Publisher: McGraw-Hill; 3 edition (December 15, 2005)
• Language: English
• ISBN-10: 0071456805
• ISBN-13: 978-0071456807
• Product Dimensions: 9.1 x 6 x 1.2 inches
• Shipping Weight: 1.5 pounds (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars See all reviews (11 customer reviews)
• Amazon.com Sales Rank: #253,348 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

4.0 out of 5 stars Good Stuff, August 21, 2002

By A Customer

This review is from: High Visibility: The Making and Marketing of Professionals into Celebrities (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.

3 of 3 people found the following review helpful:

4.0 out of 5 stars High Visibility In The Making .....For Novice PR Persons, December 22, 2001

By	M. Bennett "distance_cyclist" - See all my reviews (REAL NAME)

This review is from: High Visibility: The Making and Marketing of Professionals into Celebrities (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.

2 of 2 people found the following review helpful:

5.0 out of 5 stars High Visibility Can Help You Win the Star System, March 12, 2006

By	Peter Cohan (Massachusetts) - See all my reviews

This review is from: High Visibility: The Making and Marketing of Professionals into Celebrities (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.

* Chapter 11's Visibility Life Cycles presented seven standard patterns of visibility which reinforced to me the evanescent nature of fame -- highlighting the need to adapt effectively in order to maintain visibility.

While I was flattered that Chapter 6 began by recounting how I've tried to generate visibility over the years, I found the concepts and anecdotes presented here offered me new and thought-provoking insights.

If you're aspiring to reach the top of your profession, High Visibility is a must read.