- Capa dura: 278 páginas
- Editora: Personal Branding Press; Edição: 2nd (1 de março de 2003)
- Idioma: Inglês
- ISBN-10: 0967450659
- ISBN-13: 978-0967450650
- Dimensões do produto: 24,1 x 15,6 x 2,6 cm
- Peso do produto: 567 g
The Brand Called You: The Ultimate Step-by-Step Guide to Branding and Business Development (Inglês) Capa dura – mar 2003
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Given that my friend who knows a thing or two about business recommended this book I'm sure that it has some great marketing principles buried beneath the rubbish of the beginning. The thing is, if I so vehemently disagree with the ideas of the beginning of the book then I will have little respect for the ideas that are argued later on.
Well... I was beyond disappointed. If you have ever marketed yourself or your business, if you have ever read a business book in your life, if you have even just managed to stay in business for more than a year, this book is far too basic for you.
According to the authors, the crux of personal marketing seems to be creating "personal postcards" and sending them to people anytime you can figure out an excuse to do it. There are a few other ideas that they beat to death, as well. While these ideas may be a good idea for some, there is just so much more that.
The book looks good, but the reality is that there are too few ideas, the ideas covered are outdated, and I thought the whole tone was pitched really low and patronising. It was a waste of money, but more than that, a total waste of time.
The fact is some experts lose track of the need for a steady hand on the wheel, thereby blurring their "brand" (ugh, that word is far too overused and meaningless; but that's a debate for another day). Whether they are authors, trainers, lecturers, or entrepreneurs (or a combination of each), all signs must point to a consistent image that the expert consciously tries to cultivate.
Some of Montoya's techniques are a bit simplistic and oversold. It is important to remember that readers have the ability to take what works for them and discard the rest. If I get one or two "wow" ideas from a book these days, I consider it a worthwhile read. Montoya's emphasis on consistency was a pertinent "wow" reminder.