As perhaps the best known philosophical riddle, if you say, “If a tree
falls in a forest and no one is around to hear it,” most people will
complete the question by saying, “does it make a sound?" Similarly, if you
work at defining your brand without considering the people for whom you’re
relevant, do you really have a brand? Put another way, it’s questionable if
a brand exists without a brand community.
According to Wikipedia, a brand community can be defined as “a specialized,
non-geographically bound community, based on a structured set of social
relations among admirers of a brand." Of course, being a brand admirer means
having a strong emotional connection to the brand – whether a product, like
an iPod, or a person, like Oprah. While it may seem this kind of loyalty
comes from run-away sales or superstardom, the fact is, many individuals do
develop leading bra... (more)
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)
New Media on Ulitzer
With more than 29 million online video clips on the Internet, video is
quickly becoming the must-have app for personal branding differentiation.
Whether you are in a job search mode or looking to promote your small
business, videos have preferred Google-juice status for search engine
optimization. That means you can stand out from your competitors, who likely
only have word content online (not as SEO friendly).
Unlike many homegrown videos, with jerky movements, embarrassing close-ups of
nostrils or eyebrows, disjointed audio, and weird backgrounds, a
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)
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 wo... (more)