Personal Brands: Manage Your Life with Talent and Turn it Into a Unique Experience

Cover......Page 1
Contents......Page 4
List of Figures......Page 7
Foreword by Prof. David A. Aaker, University of California, Berkeley......Page 8
Introduction......Page 11
Acknowledgments......Page 13
1 Brand yourself, or be branded: Imagining life, identity and relationships......Page 16
Introducing brand value......Page 17
Brand basics......Page 19
Emotional connection and personal branding......Page 20
Identity structure......Page 22
Extended identity......Page 23
Blending key identity elements......Page 24
Toward identity transition......Page 25
Signs of identity......Page 28
Exploring identity......Page 31
Making connections......Page 33
Relationships......Page 34
Letting your personal brand speak for itself......Page 35
Personal brand and relationship dynamics......Page 36
Relationship quality and brand......Page 37
Toward an identity/relationship strategy......Page 38
How this book works......Page 40
2 Finding the best fit and the best relationships: Anthropology and needs......Page 41
External systems......Page 42
Evolution......Page 43
Society......Page 45
Values......Page 46
Measurement......Page 47
Emotion......Page 48
Inference......Page 49
Reassurance and transcendence......Page 50
Self-actualization......Page 52
Socialization......Page 53
Identification......Page 55
New perspectives on needs......Page 56
Neuroeconomics......Page 61
3 First steps: Talent, mission and courage......Page 64
What is talent?......Page 66
The talent threshold principle......Page 69
Releasing talent......Page 71
Adding charisma......Page 72
Building skills......Page 73
Mission critical......Page 76
Desired vision......Page 78
Tangible image......Page 80
Blending proposal and mission......Page 82
Courage......Page 83
4 If it works for me ... Narcissism, authenticity and values......Page 86
Narcissism......Page 87
Authenticity......Page 89
Values......Page 91
The value system......Page 92
The value force-field......Page 101
Value proposition......Page 103
Value and the economic role......Page 105
5 ‘It’s the difference, stupid!’ Relevance, energy and differentiation......Page 107
Measuring relevance......Page 109
Strategies to create and maintain relevance......Page 111
Trend responders......Page 112
Trend drivers......Page 113
Relevance versus holding firm......Page 115
Energizing the personal brand......Page 116
Maximizing energy......Page 117
Differentiation......Page 118
Brand differentiated......Page 122
Keeping differentiation......Page 126
6 Dress for success, get up on the stage and perform: Reputation, image and positioning......Page 128
Personal reputation......Page 130
Building reputation for your personal brand......Page 133
Key elements in personal brand reputation......Page 135
The fundamental pillars of reputation......Page 137
Image......Page 139
Character......Page 141
Positioning......Page 146
7 Give yourself that personal touch: Creativity, aesthetics and optimism......Page 150
Experience and personal creative resources......Page 152
Creative common sense......Page 153
Stimulating levels of creativity......Page 155
Getting ready to be creative......Page 162
Aesthetics......Page 163
Style......Page 167
Optimism......Page 171
Smart optimism......Page 173
8 Give me a lever long enough and I shall move the world: Leadership, influence and power......Page 175
Personal leadership traits......Page 177
Resounding leadership......Page 180
Leadership styles......Page 183
Changing mentality......Page 187
Influence......Page 192
Power......Page 196
9 Reach for the stars ... Architecture and good governance for your personal brand......Page 203
Symbolic action......Page 206
Non-verbal communication......Page 209
Signs of character......Page 214
Storytelling......Page 215
Reference points for good governance......Page 220
First steps......Page 223
A new horizon......Page 224
Enabling this new journey......Page 225
References......Page 229
Index......Page 236