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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)

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)

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)

Build Your Brand Online with a Video Profile

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 profes... (more)