William Arruda

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 personality—a critical component of branding. More services like videoBIO (a Reach Personal Branding partner) will make it easier to cost-effectively build a powerful and positive brand image using video. 2. Hiring Process Companies will be hiring brands rather than employees. They will use social... (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)

Tiger’s Tarnished Brand

Well, Accenture joined the list of other endorsed companies/products that is saying farewell to Tiger. “Go On. Be a Tiger” suddenly took on a new meaning – and not one Accenture wanted to be connected to. Tiger Woods’ brand is in free fall. Unlike Martha Stewart and her shady stock deal, Tiger’s branding issue is much greater. Martha didn’t violate the true essence of her brand (why we care about her). If we had learned that she stole her recipes or couldn’t make papier machee snowflakes, her brand would be just as tarnished as Tiger’s. Of course, Martha emerged from prison in an ... (more)

Three Resources to Help Job Seekers to Position Themselves as Experts and Increase their Visibility

Today’s post is one of many from members of the Career Collective, a group of top career professionals who blog monthly on a designated topic interest to careerists and job seekers. This month's topic is Resources for Job Seekers. Please follow our hashtag on Twitter: #careercollective.   RESOURCES FOR JOB SEEKERS When I first thought about writing a post about resources for job seekers my mind floated to a variety of online networks and social media platforms.  But I thought that most of my readers will have read posts like that or similar ones. Than I remembered what I always... (more)

Brand "Environment?" What's That?

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)