The Brand Called You

The Brand Called You

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Montoya, Peter | Vandehey, Tim Personal Branding Press, 2004
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IN THIS SUMMARY

What does it mean to consider yourself a brand? When Ralph Lifshitz wanted to become a famous fashion designer, he didn't start by working 24 hours a day designing clothes. The first thing he did was to change his name to Ralph Lauren. Branding seeks to create a better perception. Not a better product. So your role is to make the changes necessary to create a better perception. The principles for creating a "Personal Brand" are spelled out in great detail in "The Brand Called You." In this book, you will understand, too, that it's not enough "to understand the principles." What you will need further is the flexibility of mind to actually adopt and use these principles.