In this Book
- You Are the Brand
- Book
- 2011
- Published by: Rutgers University Press
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:
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
- Acknowledgments
- pp. xiii-xvi
- Introduction
- pp. 1-9
- Tiger Woods: No One Walks on Water
- pp. 10-16
- Barack Obama: A Brand in Transition
- pp. 43-50
- Coke: It’s the Real Thing
- pp. 51-54
- Starbucks: “Your Usual, Steve?”
- pp. 100-104
- Nick Matarazzo: Staying in the Game
- pp. 116-120
- Martha Stewart: Boy, . . . Was I Wrong
- pp. 121-124
- Bobbi Brown: Keeping It Real
- pp. 125-129
- BP Oil: Total Brand Destruction
- pp. 137-141
- Howard Stern: “The King of Media”
- pp. 148-153
- E*TRADE: When Your Brand Is a “Baby”
- pp. 154-157
- Gibbons: One Name Can Communicate So Much
- pp. 158-164
- Newsweek: Times They Are a-Changing
- pp. 176-179
- Daniela Costanzo: Spinning Her Magic
- pp. 180-184
- TJ Nelligan: Doing Well by Doing Good
- pp. 198-204
- Eliot Spitzer: Go Figure
- pp. 205-209