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Editorial Reviews
Amazon.com
Brand Yourself compellingly advocates combining today's hottest business concept with the biggest trends in business demographics. Geared toward anyone switching careers, running a small business, or just striving to advance in a current job, the book--by veteran career coaches and marketing consultants David Andrusia and Rick Haskins--argues persuasively that one must carefully create a personal brand and aggressively market it like soup or mouthwash in order to get ahead in these ultracompetitive times. "Branding is such a powerful tool in selling products that it makes perfect sense that we as individuals should brand ourselves," they write, "thereby creating a strong, positive sense of ourselves and our services that is different and better than what our peers have to offer." They begin with an extensive but clearly articulated "career self-evaluation and brand assessment" to facilitate development of a "Personal Branding Statement" that is specifically shaped by your skills and personality traits in addition to marketplace needs. They then focus on "packaging your brand" with the right name, collateral material, and even office space, and "making yourself known" through properly framed written matter and personal contacts. Concluding chapters offer specific suggestions on attaining promotions and changing careers, as well as using the concept in other special circumstances. --Howard Rothman
From Booklist
This book will confirm the suspicions of cynics. Its publicist almost brags, "You need more than talent and hard work to get ahead." Pragmatists will counter, however, that the authors are really only introducing a new vocabulary. Regardless, "personal branding" is currently a hot catch phrase. Andrusia is the author of The Perfect Pitch: How to Sell Yourself for Today's Job Market (1997) as well as several travel guides. Haskins has been a brand manager at Proctor and Gamble and was a marketing vice president at Disney Co. What they offer is fairly standard career advice, but it is steeped in the jargon of Madison Avenue. It is not much of a leap to move from recommending that job hunters "sell themselves" to having job hunters think of themselves as products. Andrusia and Haskins know how to move a product. They make the case for the "need to brand" and offer tips on brand assessment, developing a "personal branding statement," packaging oneself, broadcasting one's brand, jump-starting "stalled" brands, and rebranding. Caveat emptor! David Rouse
See all Editorial Reviews
Brand Yourself compellingly advocates combining today's hottest business concept with the biggest trends in business demographics. Geared toward anyone switching careers, running a small business, or just striving to advance in a current job, the book--by veteran career coaches and marketing consultants David Andrusia and Rick Haskins--argues persuasively that one must carefully create a personal brand and aggressively market it like soup or mouthwash in order to get ahead in these ultracompetitive times. "Branding is such a powerful tool in selling products that it makes perfect sense that we as individuals should brand ourselves," they write, "thereby creating a strong, positive sense of ourselves and our services that is different and better than what our peers have to offer." They begin with an extensive but clearly articulated "career self-evaluation and brand assessment" to facilitate development of a "Personal Branding Statement" that is specifically shaped by your skills and personality traits in addition to marketplace needs. They then focus on "packaging your brand" with the right name, collateral material, and even office space, and "making yourself known" through properly framed written matter and personal contacts. Concluding chapters offer specific suggestions on attaining promotions and changing careers, as well as using the concept in other special circumstances. --Howard Rothman
From Booklist
This book will confirm the suspicions of cynics. Its publicist almost brags, "You need more than talent and hard work to get ahead." Pragmatists will counter, however, that the authors are really only introducing a new vocabulary. Regardless, "personal branding" is currently a hot catch phrase. Andrusia is the author of The Perfect Pitch: How to Sell Yourself for Today's Job Market (1997) as well as several travel guides. Haskins has been a brand manager at Proctor and Gamble and was a marketing vice president at Disney Co. What they offer is fairly standard career advice, but it is steeped in the jargon of Madison Avenue. It is not much of a leap to move from recommending that job hunters "sell themselves" to having job hunters think of themselves as products. Andrusia and Haskins know how to move a product. They make the case for the "need to brand" and offer tips on brand assessment, developing a "personal branding statement," packaging oneself, broadcasting one's brand, jump-starting "stalled" brands, and rebranding. Caveat emptor! David Rouse
See all Editorial Reviews
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- The Unofficial Guide to Landing a Job (Unofficial Guides) by Michelle Tullier in Back Matter
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