Word: branded
(lookup in dictionary)
(lookup stats)
Dates: all
Sort By: most recent first
(reverse)
...also means that people connect with me on an emotional level--at least, so says William Arruda, creator of the 360Reach personal-branding questionnaire that was used to ask people how they view me, my strengths and weaknesses. Arruda is not some New Age self-help shaman. After two decades of promoting corporate brands like KPMG, IBM and Lotus software, Arruda founded Reach Personal Branding six years ago to help ordinary people figure out how to market themselves. With about 1,000 clients a month, he's a leader in the growing field of personal-brand consultants, who help people...
Personal branders use your online identity--the links that pop up when you Google someone and details on sites like MySpace--as well as tools like the 360Reach exercise to determine which core attributes will sell your brand most effectively. Among mine, apparently, are "creativity" and "interest in all things." Those may sound like daily-horoscope insights, but Arruda says they can be packaged in a way that could help me get a new job. "We could show the diversity of your work," he says. "We would perhaps give you a tagline: 'Curious about Everything. Passionate about Writing...
...Other branding consultants use similar methods. "The majority of kids coming out of college are essentially generic," says D.A. Hayden, who did p.r. for clients like Volkswagen and the Washington Redskins before co-founding Hayden-Wilder last fall to help college grads land their first job. "They need key brand attributes and to be able to talk about them to employers." Rob Borden, 25, who graduated from Middlebury in 2005, paid $2,950 for Hayden-Wilder's "Illumination" package. During his initial fake job interview, which was taped, Borden sat stiffly and said "um" a lot. He rambled without direction...
...easier to overhaul the image of a twentysomething than that of someone older and more set in his or her ways, but baby boomers are also finding benefits in a brand makeover. Alan Cole, 48, has been an investment adviser in Atlanta, Texas, since 1989. Exhausted by the strain of keeping up with various investing strategies to serve his diverse client base, he hired Peter Montoya, whose firm, based in Tustin, Calif., specializes in marketing independent financial advisers. After identifying Cole's core values of family, church and hard work, plus his affinity for fishing, golf and travel, they came...
...deal. Since they married in March 2000, the Taharis have updated the label with plans to turn it into their version of a luxury brand--Rory calls it "Modern Luxury." For fall 2006, Tahari introduced shoes, handbags and menswear. Tahari says he is not abandoning the bridge business. Yet prices for some accessories such as handbags run as high as the $2,800 range. The goal is to make Elie Tahari into a $1 billion business in the next five years. Most brands move down the price curve to expand, not up. "Nothing Elie does is industry standard practice," says...