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Pioneering Brand Strategist, Speaker, Author and Founder of Reach Personal Branding

William Arruda

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Top Stories by William Arruda

A recent Sprint commercial about the “Now Network” noted that 26% of viewers had no idea what “twittering on Twitter” means. Yet, it’s clear that Twitter awareness is growing by leaps and bounds. Of course, this doesn’t mean opinions about Twitter are all positive. Many still hold the view expressed in this Twouble with Twitters video. As well, as Steven Johnson stated in his favorable Time magazine piece, “The one thing you can say for certain about Twitter is that it makes a terrible first impression… It's not as if we were all… saying, ‘If only there were a technology that would allow me to send a message to my 50 friends, alerting them in real time about my choice of breakfast cereal.’"  In fact, when I first started using Twitter, I wondered, to borrow words from Andy Warhol, if Twitter was not just a way to become more “deeply superficial.” All that is chang... (more)

Personal Branding Predictions: Top Ten for 2010

Personal Branding Journal on Ulitzer Every year since I founded my company, Reach, in 2001, I've made predictions about how the world of personal branding will evolve in the coming year. Here are my top 10 for 2010. 1. Video, Video, Video Thanks to greater bandwidth, cheaper storage, and a proliferation of products and services that make shooting, storing, viewing, and sharing video easy (Flip video, iPhone 3GS, YouTube, vimeo, blip.tv, vodpod, etc.), video will be king in 2010. Video is ideal because it allows careerists to deliver a complete communication and convey their perso... (more)

Brand "Environment?" What's That?

Have you heard of the term “brand environment?”  Wondering what it means? It’s all the seemingly “little things” that comprise the environment around you.  Your brand environment includes everything from the carpeting in your office to your clothing, your techno-gadgets, and even where you might choose to host a dinner for your clients.  Each and every decision you make that might give others a “clue” about who you are and what you’re like equals your brand environment. As many of you may have already figured out I live in Pittsburgh, PA – the upcoming host to this year’s G-20 s... (more)

Networking for Success

Social media has given us many outlets to network with others, but it's become such a convenience to network online, that many are neglecting the face-to-face networking that is so vital in career management or in operating a business. Liz Lynch has written a great book on Networking called Smart Networking: Attract a Following in Person and Online. Keith Ferrazzi has written two books on networking: Never Eat Alone and Who's Got Your Back. So, who comprises a network? Everyone you know, so in essence, you are networking everyday. But, what about networking events? Find out what ... (more)

Could Santa Be the World’s Strongest Brand?

Whether you believe in him or not. Whether you call him Santa Claus, Pere Noel, Father Christmas or St. Nicholas.  Whether you buy into Santa's naughty or nice routine. You have to admit, the jolly rubenesque man with the long, white beard who hails from the North Pole is a really strong brand.   Mr. Claus is the envy of brand managers everywhere. He represents the ideal when it comes to branding. His brand attributes are clear and desirable to virtually everyone.  Even parts of the world that have no connection to the holiday with which he is associated know who he is and what he ... (more)