Catalogue

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You are the brand /
Steve Adubato.
imprint
New Brunswick, N.J. : Rutgers University Press, c2011.
description
xiv, 234 p. ; 23 cm.
ISBN
0813550424 (hardcover : alk. paper), 9780813550428 (hardcover : alk. paper)
format(s)
Book
Holdings
More Details
imprint
New Brunswick, N.J. : Rutgers University Press, c2011.
isbn
0813550424 (hardcover : alk. paper)
9780813550428 (hardcover : alk. paper)
contents note
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 : hospitals 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.
catalogue key
7673073
 
Includes bibliographical references.
A Look Inside
Excerpts
Flap Copy
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. In You Are the Brand Adubato profiles the brands of more than thirty people and companies and skillfully analyzes and dissects their strategies.
First Chapter
Your brand is your calling card. It's your reputation in the marketplace, and if you don't work every day to build a strong and enduring brand, others will do it for you. Simply put, building your brand is not an activity or a function.

It has to be built into your DNA as a professional. It goes a lot further that having a logo, a slogan and a Web site. It's a lot more than being on Facebook or Twitter. It's how you treat your customers and your clients and whether you follow up and follow through on your commitments.

The people who understand their brand are more likely to succeed.
Reviews
Review Quotes
"Steve Adubato is a pro! My hat goes off to him because there are only a few great communicators around-and he is one of the best!"
"Steve always has a refreshing take on the events of the day. His voice brings clarity to confusion and his passion is always designed to give more light than heat."
"Steve always has a refreshing take on the events of the day. His voice brings clarity to confusion and his passion is always designed to give more light than heat." Jim Bell Executive Producer, TODAY show
"Steve is one of the best around when it comes to communicating a message. You Are The Brandrenews that high position in which he is held by top professionals."
"Steve is one of the best around when it comes to communicating a message. You Are The Brand renews that high position in which he is held by top professionals." Marty Appel, Marty Appel Public Relations, Long-time Yankees PR Director
"Steve is one of the best around when it comes to communicating a message. You Are The Brandrenews that high position in which he is held by top professionals." Marty Appel, Marty Appel Public Relations, Long-time Yankees PR Director
"Steve is one of the best around when it comes to communicating a message. You Are The Brandrenews that high position in which he is held by top professionals. This one goes in the book itself but not on the jacket. "
To find out how to look for other reviews, please see our guides to finding book reviews in the Sciences or Social Sciences and Humanities.
Summaries
Main Description
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.
Main Description
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.
Table of Contents
Acknowledgmentsp. xiii
Introductionp. 1
Tiger Woods: No One Walks on Waterp. 10
Buddy ôThe Cake Bossö Valastro: Baking Cakes and Living Dreamsp. 17
JH Cohn: Branding for Accountants? Why Not!p. 22
Toyota: Putting the Brakes on Its Brandp. 27
Michael Port: Living by the ôGolden Ruleöp. 33
BlackBerry: The Brand You ôCan't Live Withoutöp. 39
Barack Obama: A Brand in Transitionp. 43
Coke: It's the Real Thingp. 51
Thirteen/WNET.org: Beyond Sesame Street and Bill Moyersp. 55
TD Bank: Beyond Colors, Letters, and Logosp. 60
The Catholic Church: A Brand in Constant Crisisp. 65
Toast: Knowing Where Your Bread Is Butteredp. 70
The New York Yankees: A Lot More Than a Baseball Brandp. 76
The Kennedys: The Rise and Fall of America's ôRoyal Familyöp. 81
Hospital Brands: Hospital Branding in Challenging and Uncertain Timesp. 88
Starbucks: ôYour Usual, Steve?öp. 100
Blackwater: Changing Your Name Doesn't Fix Your Reputationp. 105
Campbell Soup: Engage Your Employees … Awaken Your Brandp. 109
Nick Matarazzo: Staying in the Gamep. 116
Martha Stewart: Boy, … Was I Wrongp. 121
Bobbi Brown: Keeping It Realp. 125
Oprah: The ôBabe Ruthö of Modern-Day Brandingp. 130
BP Oil: Total Brand Destructionp. 137
TODAY: It's About Yesterday, Today, and Tomorrowp. 142
Howard Stern: ôThe King of Mediaöp. 148
E*TRADE: When Your Brand Is a ôBabyöp. 154
Gibbons: One Name Can Communicate So Muchp. 158
Governor Chris Christie: When Being ôBluntö Is Your Brandp. 165
Lebron James: When Your ôDecisionö Hurts Your Brandp. 170
Newsweek: Times They Are a-Changingp. 176
Daniela Costanzo: Spinning Her Magicp. 180
Sarah Palin: So You Want to Be Taken Seriously?p. 185
Rutgers University: The Block R Success Storyp. 192
TJ Nelligan: Doing Well by Doing Goodp. 198
Eliot Spitzer: Go Figurep. 205
Wells Fargo/Wachovia: Two Banks into One … the Bottom Linep. 210
Make-A-Wish Foundation: Granting Lasting Wishesp. 215
Fox News: Love 'em, Hate 'em, Trust 'em … Watch 'emp. 222
Notesp. 229
About the Authorp. 235
Table of Contents provided by Ingram. All Rights Reserved.

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