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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

Recently, a blogger asked:  Can your personal brand be affected by those who follow you on Twitter? What say you? I say “yes”.  You might think that’s kind of harsh especially when those of us who have any presence on social networks have woke up one morning and found some spammer or sex goddess following us and thought “ugh” have they been following me through the night?  How long?  Have my contacts seen this person or worse yet, have they poached and spammed my contacts? So, does it affect your personal brand? It all depends how you manage it. I tell clients and audiences “if you don’t have time to take care of your presence on a network – then don’t jump into that network.”  It’s just like if you walked into a networking event and threw out a comment and said nothing afterward.  Even as people asked you questions or expounded upon your statement, you just stood ... (more)

Twitter: It’s Not Just About Lunch

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)

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)

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)

Getting Beyond “My Brand”

These days, it seems that personal branding has faced increasing criticism. Much of it, I think, is driven by people who don’t get it, or at least who don’t get the concept that we advance at Reach. And, let’s face it, social media and the prevalence of internet marketers has allowed for the idea to be hijacked in the interest of “driving traffic.” Lot’s of people out there pushing “my brand” opens the door to the perception of personal brands as contrived or fake.  Frankly, I think the dialogue about personal branding is a good thing, and that we need to participate. I think t... (more)