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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

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)

Cut Your Job Search Time in Half

Careers on Ulitzer Careers on Ulitzer - The December 2009 Reach Personal Branding Interview on Thursday, Dec. 10 at noon EST features tips and techniques from David Perry and Kevin Donlin, co-authors of Guerilla Marketing for Job Hunters 2.0. In this guest expert interview with William Arruda, founder of Reach Personal Branding, David and Kevin will discuss job search secrets that have enabled their clients to land good jobs in less than half the time of the national average. This is a complimentary, live call and will also be recorded. David Perry is a headhunter (managing partn... (more)

Personal Branding on Ulitzer and Conan O'Brien

Personal Branding on Ulitzer Classy. Conan O’Brien’s final evening with NBC he spoke directly to the audience sharing with them that on this last night he could speak in whatever manner he wanted to about the network with no ramifications. After the last show, he was then in a legal agreement to not say any disparaging remarks about the network. He literally had a “get out of jail free” card to say whatever nasty, anger felt, ugly remark he wanted to say about the network and this huge debacle they created. Instead, he shared how he had spent most of his adult working life with t... (more)

Is Your Brand Nestled in Professionalism?

This week’s #brandchat was all a flurry about Nestle and their handling of what some would call a “brandjacking” from Greenpeace then carried on by their thousands of Facebook fans. From an article by the Wall Street Journal regarding the incident to host of comments, BRANDidos discussed what went wrong; how could it have been prevented; to how can they (or any other brand) recover from this. First, what is a brandjacking? During the chat, we defined it in three ways: Every time someone unofficial represents themselves as speaking for a company or, To hijack a brand to deceive or... (more)

Hiding in Plain Sight

Ah Halloween and careers! In thinking about the symbolism connected with the season, I can imagine that there are lots of scary mistakes that run across the full gamut of job search and career management activities. It’s a fertile area for metaphor. Yet for me, I think the scariest mistake is to run your career, including your online presence, as if you were The Invisible Man. In the classic novella by H.G. Wells, the main character, Griffin, is “…a scientist who theorizes that if a person's refractive index is changed to exactly that of air and his body does not absorb or refle... (more)