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You Are the Brand
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Steve Adubato
Language:
English
Published/Copyright:
2011
About this book
Let's face it--it's a tough economic world today and there's cutthroat competition. Dive into Adubato's book and get ready to turn a powerful page in life.
Steve Adubato's entire professional life has been about branding--learning it, living it, making mistakes at it, teaching it at several universities, while discovering how to find the fine line between shameless self-promotion and smart, strategic branding--first for himself, then for others, and now for readers interested in an honest analysis of the good and bad in practiced branding.
So, what's really in this book for you? Adubato profiles the brands of more than thirty people and companies and skillfully analyzes and dissects their strategies. His sage advice and on-target approach will help readers who:
- Feel they have something of value to offer,
- Are in a market-driven or aggressive environment in which their name, reputation, and persona hold the keys to their success,
- Want their customers to buy products and services again and again,
- Feel unappreciated in their current job,
- Have recently lost a job or are seeking their first job out of college,
- Are trying to get back into the workforce after years of being "out of it."
Author / Editor information
STEVE ADUBATO, PhD, is a broadcaster, author, and motivational speaker. He is a visiting university professor at New York University and Seton Hall University, Emmy Award-winning anchor for Thirteen/WNET (PBS), and newspaper columnist. Adubato regularly appears on the Today show, CNN, FOX and CBS/2 in New York as a media and political analyst. He is the author of Make the Connection, What Were They Thinking? (both Rutgers University Press), and Speak from the Heart.
Reviews
"Steve Adubato is a pro! My hat goes off to him because there are only a few great communicators around—and he is one of the best!"
— Suze Orman, Financial Guru and New York Times bestselling author"Steve is one of the best around when it comes to communicating a message. You Are The Brand renews that high position in which he is held by top professionals."
— Marty Appel, Marty Appel Public Relations, Long-time Yankees PR DirectorTopics
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Frontmatter
i -
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Contents
xi -
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Acknowledgments
xiii -
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Introduction
1 -
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Tiger Woods: No One Walks on Water
10 -
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Buddy “The Cake Boss ” Valastro: Baking Cakes and Living Dreams
17 -
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JH Cohn: Branding for Accountants? Why Not!
22 -
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Toyota: Putting the Brakes on Its Brand
27 -
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Michael Port: Living by the “Golden Rule”
33 -
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BlackBerry: The Brand You “Can’t Live Without”
39 -
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Barack Obama: A Brand in Transition
43 -
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Coke: It’s the Real Thing
51 -
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Thirteen/WNET.org: Beyond Sesame Street and Bill Moyers
55 -
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TD Bank: Beyond Colors, Letters, and Logos
60 -
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The Catholic Church: A Brand in Constant Crisis
65 -
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Toast: Knowing Where Your Bread Is Buttered
70 -
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The New York Yankees: A Lot More Than a Baseball Brand
76 -
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The Kennedys: The Rise and Fall of America’s “Royal Family”
81 -
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Hospital Brands: Hospital Branding in Challenging and Uncertain Times
88 -
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Starbucks: “Your Usual, Steve?”
100 -
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Blackwater: Changing Your Name Doesn’t Fix Your Reputation
105 -
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Campbell Soup: Engage Your Employees . . . Awaken Your Brand
109 -
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Nick Matarazzo: Staying in the Game
116 -
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Martha Stewart: Boy, . . . Was I Wrong
121 -
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Bobbi Brown: Keeping It Real
125 -
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Oprah: The “Babe Ruth” of Modern-Day Branding
130 -
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BP Oil: Total Brand Destruction
137 -
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TODAY: It’s about Yesterday, Today, and Tomorrow
142 -
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Howard Stern: “The King of Media”
148 -
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E*TRADE: When Your Brand Is a “Baby”
154 -
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Gibbons: One Name Can Communicate So Much
158 -
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Governor Chris Christie: When Being “Blunt” Is Your Brand
165 -
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Lebron James: When Your “Decision” Hurts Your Brand
170 -
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Newsweek: Times They Are a-Changing
176 -
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Daniela Costanzo: Spinning Her Magic
180 -
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Sarah Palin: So You Want to Be Taken Seriously?
185 -
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Rutgers University: The Block R Success Story
192 -
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TJ Nelligan: Doing Well by Doing Good
198 -
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Eliot Spitzer: Go Figure
205 -
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Wells Fargo/Wachovia: Two Banks into One . . . the Bottom Line
210 -
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Make-A-Wish Foundation: Granting Lasting Wishes
215 -
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Fox News: Love ’em, Hate ’em, Trust ’em . . . Watch ’em
222 -
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Notes
229 -
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About the Author
235
Publishing information
Pages and Images/Illustrations in book
eBook published on:
October 21, 2019
eBook ISBN:
9780813550718
Pages and Images/Illustrations in book
eBook ISBN:
9780813550718
Keywords for this book
Steve Adubato; tough economic world; cutthroat competition; Adubato's book; branding; shameless self-promotion; strategic branding; honest analysis; practiced branding; profiles; more than thirty people and companies; sage advice; market-driven environment; aggressive environment; success; customers; job satisfaction; lost job; seeking employment; workforce re-entry.
Audience(s) for this book
For a non-specialist adult audience
