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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)

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)

Branding Your Email Signature

One of my colleagues, Maria Duron, posted information on Facebook about Wisestamp. You can go to http://www.wisestamp.com and download a free version for your Firefox browser. At this writing, it is not supported on all email platforms, but is supported on many of the major platforms (i.e. Gmail, Yahoo Mail, AOL, Hotmail, Google Apps., etc. ). You can include links to your social media platforms where you are active (they have 40+ social media platforms) and IM profiles. Also, you can enter your blog’s RSS feed. As you see below, my signature includes the four social media platf... (more)

Branding - Mac vs. PC

I've always enjoyed the Mac vs. PC commercials as a person literally raised on a Macintosh from the time they were introduced in the early 80s. Mac has been able to brand themselves with clarity, consistency, and constancy--the three Cs that William Arruda of Reach Communications states are vital in successful branding. We know Mac as end-user friendly, great customer service, sleek and innovative, and so forth. Mac has done a series of three commercials about the Windows 7 launch that are very clever. They've launched many of their commercials on video sharing platforms, such as... (more)