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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)

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 Introduction

The way we introduce ourselves and others can leave us branded. Branded either for the good and highlighting what is uniquely our strengths. Or, branded negatively by shining a spotlight on our weak areas. Living in West Texas, when I use the term ‘branded’ I imagine cowboys or vaqueros (Vaquero Regional Note:  Used chiefly in southwest and central Texas to mean a ranch hand or cowboy, the word vaquero is a direct loan from Spanish)  rustling up cattle on a ranch and ‘branding’ them with the owner’s mark to ensure everyone knows who these cattle belong to. Does your brand belong t... (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)

Corporate Drone or Company Advocate?

Every industry along with the companies within that industry have acronyms that they use exclusively.  J.L.P. is one acronym used by well known international retail giant.  It stands for “just like picture”.  And, now copycat retailers try to customize that acronym with one of their own, LLP (“looks like picture”).  “Just like picture” means that they want a merchandising display to look “just like the picture” that was sent from their corporate or regional headquarters.  No variances, nothing adjusted to the locale, nothing different will be accepted – they want it “just like ... (more)