The Donald’s Branding Fails: You Can’t Surf on a Broken Board!

Riding a giant, rogue wave of middle-class frustration, he surfed from well outside The Beltway all the way into the Oval Office... ...but if President-Elect Donald J. Trump isn't careful, that board of his will fall apart, throwing him into a roiling sea of public rebellion that could wash him right back out the White House door. The reason?  Donald Trump's surfboard has been forged from the mass appeal of his powerful (if morally questionable) personal brand, which is what William Arruda defines as one's "unique promise of value". And just as Trump's controversial brand is what others have come to expect from him, your brand is what others have come to expect from you. Trump's promise to the world has had many dramatic components:  build that southern wall... jail Hillary Clinton... "drain the swamp" in Washington, DC... register every American Muslim... deport every illegal immigrant... bring the jobs back to the Rust Belt... and do whatever it takes to Make America … [Read more...]

Personal Branding Interview for Reputation.com

Here’s an excerpt from my interview about personal branding with reputation.com Think brand development is something that only big corporations do? Think again. Whether it's a business brand or your personal brand, competition is fierce, and you need the boost that recognition brings. William Arruda knows a thing or two about brand development. He should; he's the founder and President of Reach, and his Personal Branding Blog, is brimming with relevant, practical information. EntrepreneurMagazine calls Arruda the Personal Branding Guru, and we're lucky enough to have a few minutes of his time. How can you know if your brand or branding idea is something the public wants? With social media, it's easy to test your idea and get feedback. You don't need to invest in a lot of market research. I believe everyone can benefit from personal branding. It's a matter of understanding what makes you relevant and compelling. What if you want to change your brand? The first … [Read more...]

Is your career facing a Kodak moment?

No doubt the business school case studies in years to come about the sad demise of Kodak and it's brand will raise many questions about the effectiveness of it's leaders. The filing of Chapter 11 bankruptcy by Kodak this week has many lessons for all businesses, but what can you learn from this and be sure that you are not facing the same in your career? 1. Don't underestimate the impact your ideas have. It was the mid-70's when Kodak actually developed for the first digital camera. Can you imagine how far ahead they may have been in the market place and for how long had they moved on this revolutionary idea. Personal Brand Lesson - just because your industry or vocation has done it the same way for a long time and everyone is comfortable with that way does not mean an idea out of left field is not a better one. Be willing to challenge the status quo. 2. Don't be complacent or greedy. Kodak leaders decided to shelve the digital camera because they felt it was going to … [Read more...]

Engage Brain Before Tweeting – 5 Personal Brand Lessons From Ashton Kutcher

So another celebrity, this time Ashton Kutcher, has proven to us all what we already know - that we are no different from each other when it comes to making mistakes. Last week on seeing the headline about Penn State firing their football coach he immediately put his stream of consciousness on Twitter and told his 8 million followers what he thought. This was his original tweet; @aplusk: How do you fire Jo Pa? #insult #noclass as a hawkeye fan I find it in poor taste Within minutes the backlash started, nasty responses started to fly and within hours he had removed the tweet, apologized and then decided to suspend tweeting whilst he no doubt consulted with his PR advisors. As of immediately I will stop tweeting until I find a way to properly manage this feed. I feel awful about this error. Won't happen again. Just a few hours later he announced his Twitter account was going to be handled by his PR agency. Twitter Management http://post.ly/3rk2N So what are … [Read more...]

On the 11th hour, of the 11th day, of the 11th month – remember those who gave and still do.

As on all remembrance days I will be remembering the sacrifices and bravery of all and in particular my father (above) who served as an instrument basher in the Royal Air Force for 6 years in WWII and my Grandad who served in both the army and navy in WWI - Lest We Forget This was originally posted in November 2009, but in our busy, ever connected world, felt it was worthy of repeat. Like many of you this past week, I had the opportunity to attend a remembrance day event. This one was part of a client event and included a talk by a WWII veteran. As I listened intently to his stories I was distracted by a bright light in the dimmed auditorium. I glanced across and noticed an invited guest to the event checking and sending e- mail on their smartphone. Initially I gave the benefit of the doubt, you never know when someone has something personal and urgent going on. But the scrolling, clicking and tapping of the keyboard continued. Finally I had to lean across and ask the … [Read more...]