William Arruda

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 summit, attracting political leaders that comprise 85% of the world’s economy.  The White House announced its venue locations for various aspects of the Summit.  The venues chosen by the White House are “on brand” for Barack and Michelle Obama since they tie into their values, initiatives and... (more)

Read to Sound Good on Video

No, I’m not talking about reading a teleprompter (we’ll leave that practice to the anchors and elected officials).  I’m referring to your personal, Flip cam videos that you or a friend create. More and more personal and business YouTube channels are popping up – using video has gone viral!  And, while it’s alright to sacrifice a little visual quality for the immediacy of taking a timely video live – what’s never okay is not being able to communicate in your video, succinctly, with passion and purpose. Ben Franklin said, “Words, like glasses, can either make things hazier or cle... (more)

Can your personal brand portfolio land you a $100,000 a week job?

  This summer in the UK saw a new move by the agents and PR staff for a UK soccer player Michael Owen - A 32 page Personal Brand Portfolio! Owen was being released by his then soccer club, Newcastle United and was looking for a new home - ideally in the UK Premier league. The UK sports press was not very complimentary about his chances as he had a recent history of injuries and poor performance that did not warrant his then $250,000 a week salary! His 'people' put together a very glossy, 32 page. portfolio brochure addressing these concerns and also highlighting such positive as... (more)

Want to Transition to a Green Job? Research and Network Your Way In

Competition is growing exponentially for jobs in this hot industry. The key to success is investing time in targeted research, compiling a list of companies to focus on, identifying hiring decision-makers or leads within those companies, and penetrating their networks. Practice “give to get” networking Gently get to know them, what their needs are, and how you can solve their problems. Build evangelism for your brand and stay top of mind with them. When they hear of jobs that may be a good fit, they’ll think of you. • Familiarize yourself with industry trends, culture, and the ling... (more)

Tiger’s Tarnished Brand

Well, Accenture joined the list of other endorsed companies/products that is saying farewell to Tiger. “Go On. Be a Tiger” suddenly took on a new meaning – and not one Accenture wanted to be connected to. Tiger Woods’ brand is in free fall. Unlike Martha Stewart and her shady stock deal, Tiger’s branding issue is much greater. Martha didn’t violate the true essence of her brand (why we care about her). If we had learned that she stole her recipes or couldn’t make papier machee snowflakes, her brand would be just as tarnished as Tiger’s. Of course, Martha emerged from prison in an ... (more)