Managing Brand YOU: Seven Steps to Creating Your Most Successful Self

Index

likes, discovering, 86–89

listening, 69

Little House on the Prairie (Laura

Ingalls Wilder), 42

L.L. Bean, 94

logo, 20

long-term goals, 165–166

loyalty, 121, 123, 129

Mackay, Harvey, on finding some-

thing you love to do, 87

Make, Vusumzi, 44

making other changes, as response

to change, 5

Malcolm X, 45

mapping, your brand essence,

100–103

marketplace execution, 110

Martha Stewart Living Omnimedia,

93

Maytag, 118

McDonald’s, 16–17

measurable goals, 162

Mercedes, 22

Michelangelo, 42

Michelin, 117

Miracle on 34th Street (film), 2

“mirror test,” 18

mission statement, 143

monitoring progress, 24, 210–211

Moses, Anna Mary Robertson

“Grandma,” 142

Myers-Briggs Foundation, 69

Myers-Briggs survey, 69–70

negative brand experience, 17

negativity, 206

Nike, 19, 79, 205

Nordstrom, 22, 118

note-taking, 69

openness, 69

opportunity-based strategic

planning, 183–185

Organization of African American

Unity, 45

Otello (Giuseppe Verdi), 42

overcompensating, for gaps, 83–84

passion, 88

passion points, 100–102

past experiences, 34–35, 43–45

perceived image, see brand image

personal branding, 4–5

personal brand positioning

creating, 142–145

goal of, 140

personal brands, 16

personal equity, 77

personal growth, 40

personal history, 22

personality tests, 70

point of difference, 21

implementation as, 203–204

in positioning statement,

140–141, 144, 146–147

Poor Richard’s Almanack

(Benjamin Franklin), 30

positioning, 11, 109–152

brand personality in, 118–121

for Brand YOU, 113–117

cycle of, 111

examples of, 117–118

goal of personal brand, 140

in marketplace, 20–23

plan for, 76, 133–134

process of, 110–113

positioning plan, 76, 133–134

positioning statement, 134–142

creating, 142–145

elements of, 135

229