You Are the Brand

Quotations, Title Page, Copyright, Dedication

“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!” — Suze Orman, financial guru and New York Times bestselling author “In this confusing and ever-changing world of marketing and branding, Steve’s book You Are the Brand will help you make the connections you need to make.” — Neal Shapiro, president and CEO, Thirteen/WNET (PBS) “Steve is a great guy. We’re kind of one in the same in that we’re both Jersey boys and grew up that way—Italian families. We understand each other. . . . His new book You Are the Brand is a must-read.” — TLC’s “Cake Boss,” Buddy Valastro “You Are the Brand takes you behind the scenes and reveals surprising approaches to building a personal or business brand. Steve is a true media expert with real-world experience. His advice is spot on. I highly recommend this book.” — Michael Port, New York Times bestselling author of The Think Big Manifesto “Steve always has a refreshing take on the events of the day. His voice brings clarity to confusion and his passion produces more light than heat.” — Jim Bell, executive producer, The TODAY show “You Are the Brand renews the high position in which Steve Adubato is held by top professionals. He is one of the best around when it comes to communicating a message.” — Marty Appel, long-time New York Yankees PR director “Steve is one of the best in the business.” — Jonathan Alter, New York Times bestselling author of The Promise: President Obama, Year One “Steve Adubato has written a book that is super important and timed perfectly. You Are the Brand is a must-read for all in this ever-changing world, both business and personal.” — Jack Mitchell, author of Hug Your Customers and Hug Your People “I love working with Steve Adubato because he’s informative and so knowledgeable. The world of broadcasting simply can’t live without him.” — Rosanna Scotto, co-host FOX 5’s Good Day New York Adubato_(Brand)_final 4/11/11 11:28 AM Page i “In You Are the Brand Steve continues his role as the perpetual teacher by reinforcing that there are lessons to be learned from every circumstance.” — Thomas Marino, CPA, JH Cohn partner and CEO “As the country’s foremost media expert, Steve Adubato has made himself the go-to brand for radio and television producers across the nation. Follow the advice Steve lays out in this book. You won’t be disappointed!” — Scott Lakefield, program director, WOR Radio/New York “You Are the Brand is a great book. It should be required reading for every CEO and executive responsible for shaping and executing their organization’s reputation and brand in the marketplace. Steve Adubato has hit a home run.” — Ronald J. Del Mauro, CEO, Saint Barnabas Health Care System “I have long known and respected Steve Adubato and his work; it’s the reason I’ve always enjoyed working with him.” — Dan Abrams, former president of MSNBC and founder of Abrams Media Network “Steve’s book leaves out one very important chapter—the Adubato brand. Built from hard work combined with intellect, inventiveness, and insight, he is a case study all need to examine and learn from. He has affected more people and businesses in a positive manner than I can count.” — Nick Matarazzo, CEO, Jumpstart Automotive Group “We live in a message-filled world, and the trick is to cut through the noise. In You Are the Brand, Steve tells us how to do that by creating a concept—a brand—that captures the hearts and minds of your target audience.” — Fran Durst, Northeast communications manager, Wells Fargo “Quite simply, Steve Adubato gets it . . . he has the unique capacity to bridge Wall Street and Main Street and his perspectives and insights are right on target and useful in dealing with everyday challenges.” — Robb Sansone, executive vice president and CFO, Fedway Associates, Inc. “Steve’s number should be automatically programmed into the cell phones of every executive, celebrity, athlete, and politician in America. His intelligent, no-nonsense advice offers a strategic way to contain, control, and condense any PR crisis.” — Rafe Gomez/The Rehirement Coach, author of What’s in It for Me? Adubato_(Brand)_final 4/11/11 11:28 AM Page ii “If you are interested in developing a...