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This category contains 8 posts

4M Branding – Now available on Kindle and Amazon CreateSpace paperback!

The 4M Personal Branding system is now available on Amazon Kindle and in paperback using the Amazon CreateSpace on-demand printing service. The book provides you with a step-by-step guide to defining, communicating, monetizing and growing your personal brand. Practical, real-life examples combined with hands-on exercises and online resources will guide you through each aspect of your … Continue reading

How elastic is your brand? The merits of brand contingency planning

The term brand elasticity refers to the degree to which your personal brand – or any brand – can “stretch.” In the commercial world, brand elasticity refers to the number of products and services that can reasonably be covered by one brand. For example, the Nike brand is very powerful in its core domain of … Continue reading

Instant value communication in job interviews – The “gold star” question

In the 1996 movie Jerry Maguire, Tom Cruise’s character famously implored his client to “help me help you!” (in addition to producing many, many other memorable quotes). How does this “Jerry Maguire moment” apply to personal branding? Your value proposition, hook and tag line should all work in unison to effectively communicate how you can … Continue reading

Micro-targeting your brand pitch – The merits of pinpoint linguistic accuracy

Some instances of personal brand communication require an advanced form of micro-targeting and customization of your pitch. For example, you might be planning a potentially career-changing presentation to the executive board of your company, are about to pitch an important client, or are preparing a heavily customized resume and cover letter to the prospective employer … Continue reading

Situational value propositions – Leveraging neuroscience to make your brand memorable

One of the important memory systems in the brain is called episodic memory. It creates a mental map of events, places, times, and associated emotions. This type of memory is extremely powerful, automatically engaged and can readily be leveraged for boosting learning and recall. You may have experienced the power of episodic memory by revisiting … Continue reading

MAC and No Cheese – The tag line trifecta of Memorable, Approachable and Credible

You have refined your personal value propositions using the techniques of exponential differentiation and the Three Circles. You have even developed a punchy tag line and hook for your email signature and business card with a slightly modified version for verbal delivery during mixers and industry events. This article will introduce the MAC technique of … Continue reading

Understanding your competitive field: The beauty and simplicity of the “3 Circle” model

One of the most elegant and simple frameworks for comprehensively analyzing your competitive field is Urbany and Davis’  3 Circle model. It uses a simple Venn diagram with overlapping circles representing “customers,”  “competitors,” and “company” to comprehensively describe a series of important factors in your competitive environment. Some of the most important elements of the … Continue reading

Supercharge your Referral Network: Help Them Help You with TVPs

One of the memorable scenes from the mid-90s hit Jerry Maguire was Tom Cruise’s emphatic appeal to his prospective client “Help Me …. Help YOU!” Put yourself in Tom Cruise’s / Jerry Maguire’s shoes for a moment, but imagine yourself to be the superstar athlete with lots of undiscovered potential – and Jerry is your … Continue reading