Today You are You, that is truer than true. There is no one alive who is youer than You.
Features “tell,” benefits “sell.”
In my last book, Be the Brand, I discussed strategies for building your personal brand equity—something I called “elevating the status of you.” Now we’re elevating the conversation beyond the brand and focusing on how we can get people to buy what you have to sell. When I was an executive consultant at Johnson & Johnson, the leadership team constantly focused on what we described as “brand essence”—the stand-apart quality that makes consumers seek out a product by name, pay a premium price, continue to use it, and recommend it to others. ...