You are the brand / Steve Adubato.

Format:

Book

Author/Creator:

Adubato, Steve.

Language:

English

Subjects (All):

Branding (Marketing).

Branding (Marketing)--Case studies.

Physical Description:

1 online resource (251 p.)

Edition:

1st ed.

Place of Publication:

New Brunswick, NJ : Rutgers University Press, c2011.

Language Note:

English

Summary:

Steve Adubato's entire professional life has been about branding--learning it, living it, making mistakes at it, teaching it at several universities, while discovering how to find the fine line between shameless self-promotion and smart, strategic branding--first for himself, then for others, and now for readers interested in an honest analysis of the good and bad in practiced branding. So, what's really in this book for you? Adubato profiles the brands of more than thirty people and companies and skillfully analyzes and dissects their strategies. His sage advice and on-target approach will help readers who: Feel they have something of value to offer, Are in a market-driven or aggressive environment in which their name, reputation, and persona hold the keys to their success, Want their customers to buy products and services again and again, Feel unappreciated in their current job, Have recently lost a job or are seeking their first job out of college, Are trying to get back into the workforce after years of being "out of it." Let's face it--it's a tough economic world today and there's cutthroat competition. Dive into Adubato's book and get ready to turn a powerful page in life.

Contents:

Frontmatter

Contents

Acknowledgments

Introduction

Tiger Woods: No One Walks on Water

Buddy "The Cake Boss " Valastro: Baking Cakes and Living Dreams

JH Cohn: Branding for Accountants? Why Not!

Toyota: Putting the Brakes on Its Brand

Michael Port: Living by the "Golden Rule"

BlackBerry: The Brand You "Can't Live Without"

Barack Obama: A Brand in Transition

Coke: It's the Real Thing

Thirteen/WNET.org: Beyond Sesame Street and Bill Moyers

TD Bank: Beyond Colors, Letters, and Logos

The Catholic Church: A Brand in Constant Crisis

Toast: Knowing Where Your Bread Is Buttered

The New York Yankees: A Lot More Than a Baseball Brand

The Kennedys: The Rise and Fall of America's "Royal Family"

Hospital Brands: Hospital Branding in Challenging and Uncertain Times

Starbucks: "Your Usual, Steve?"

Blackwater: Changing Your Name Doesn't Fix Your Reputation

Campbell Soup: Engage Your Employees . . . Awaken Your Brand

Nick Matarazzo: Staying in the Game

Martha Stewart: Boy, . . . Was I Wrong

Bobbi Brown: Keeping It Real

Oprah: The "Babe Ruth" of Modern-Day Branding

BP Oil: Total Brand Destruction

TODAY: It's about Yesterday, Today, and Tomorrow

Howard Stern: "The King of Media"

E*TRADE: When Your Brand Is a "Baby"

Gibbons: One Name Can Communicate So Much

Governor Chris Christie: When Being "Blunt" Is Your Brand

Lebron James: When Your "Decision" Hurts Your Brand

Newsweek: Times They Are a-Changing

Daniela Costanzo: Spinning Her Magic

Sarah Palin: So You Want to Be Taken Seriously?

Rutgers University: The Block R Success Story

TJ Nelligan: Doing Well by Doing Good

Eliot Spitzer: Go Figure

Wells Fargo/Wachovia: Two Banks into One . . . the Bottom Line

Make-A-Wish Foundation: Granting Lasting Wishes

Fox News: Love 'em, Hate 'em, Trust 'em . . . Watch 'em

Notes

About the Author

Notes:

Description based upon print version of record.

Includes bibliographical references.

ISBN:

1-283-86467-3

0-8135-5071-8

OCLC:

775872915