EL MARKETING JURIDICO EN CHILE : UNA NECESIDAD CONSULTENOS: peter montoya y personal branding

martes, julio 31, 2007

peter montoya y personal branding

PERSONAL BRANDING FROM PETER MONTOYA

Personal Branding is the art of attracting and keeping more clients by actively shaping public perception. You can control the way you're perceived by the community you serve. Oprah, Tiger, Madonna – they realized early that talent alone would not take them to the top of their fields. So they created and promoted unique Personal Brands. And now, you can too.

Personal Branding Works for Business Professionals and Entrepreneurs Alike
You don't have to be a celebrity to reap the rewards of Personal Branding. Whether you are a professional ready to catapult to the next level in your career or an entrepreneur embarking on your first business venture, we will work together to bring your goals into focus. We'll begin by analyzing your unique strengths and differentiation, your competitive landscape and your target audience. Then we will develop a game plan to reach your objectives.

The Key to Personal Branding Success:
Define Yourself Instead of Letting Others Define You

You can shape your clients' perception of you simply by defining your strengths, values, goals and personality and presenting yourself in a compelling, persuasive manner. Express yourself and what you stand for to everyone you meet – clients, colleagues, friends, neighbors, and strangers. Do this constantly and consistently, and you will create an effective - and lucrative - Personal Brand.

Also available:

The Eight Laws of Personal Branding

CASE STUDY - Jack Welch: The Greatest CEO Ever

CASE STUDY - Oprah Winfrey: Crusader for Women's Empowerment

Is Personal Branding Right For You?

The Eight Laws of Personal Branding

The Law of Specialization: A great Personal Brand must be precise, concentrated on a single core strength, talent or achievement. You can specialize in one of many ways: ability, behavior, lifestyle, mission, product, profession or service.
The Law of Leadership: Endowing a Personal Brand with authority and credibility demands that the source be perceived as a leader by the people in his/her domain or sphere of influence. Leadership stems from excellence, position or recognition.
The Law of Personality: A great Personal Brand must be built on a foundation of the source's true personality, flaws and all. It is a law that removes some of the pressure laid on by the Law of Leadership: you've got to be good, but you don't have to be perfect.
The Law of Distinctiveness: An effective Personal Brand needs to be expressed in a way that is different from the competition. Many marketers construct middle-of-the-road brands so as not to offend anyone. This is a route to failure because their brands will remain anonymous among the multitudes.
The Law of Visibility: To be successful, a Personal Brand must be seen over and over again, until it imprints itself on the consciousness of its domain or sphere of influence. Visibility creates the presumption of quality. People assume because they see a person all the time, he/she must be superior to others offering the same product or service.
The Law of Unity: The private person behind a Personal Brand must adhere to the moral and behavioral code set down by that brand. Private conduct must mirror the public brand.
The Law of Persistence: Any Personal Brand takes time to grow, and while you can accelerate the process, you can't replace it with advertising or public relations. Stick with your Personal Brand, without changing it; be unwavering and be patient.
The Law of Goodwill: A Personal Brand will produce better results and endure longer if the person behind it is perceived in a positive way. He/she must be associated with a value or idea that is recognized universally as positive and worthwhile.

CASE STUDY

Jack Welch–The Greatest CEO Ever

Jack Francis Welch was born in Salem, Massachusetts, in 1935. A 1957 graduate of the University of Massachusetts with a B.S. in chemical engineering, Welch continued to pursue his education at the University of Illinois, earning his master's and doctorate in the science. Welch joined General Electric in 1960, but initially the marriage was not made in heaven.

After one year, Welch contemplated leaving GE to take a job at International Minerals & Chemicals. Working as a junior engineer in Pittsfield, Massachusetts, for a salary of $10,500, Welch felt underpaid and stifled by GE's strict bureaucracy. An executive, who saw hints of Welch's future greatness, spent four hours convincing him to stay...and a legendary CEO was on his way.

How this Brand was Built

Critical to the greatness of Welch's brand has been his ability to render himself and GE synonymous. There was never a doubt about who was at the helm and responsible for the massive changes in the company. This high profile also earned him respect for being willing to put his own neck on the line.

Just as critical was Welch's vision. Ruthless and audacious, he insisted that in each of its businesses, that GE be either No . 1 or No. 2. If a business fell short, it was sold or shut down.

The result: over 130,000 layoffs, over 70 plant closings, and a $500 billion increase in shareholder value.

The third key to Welch's brand is his passion, both for excellence in corporate operations, and for teaching young GE managers. Accessibility, charisma and a willingness to pass on his wisdom have branded him as more than a ruthless CEO.

Finally, Welch continued to build his Personal Brand by going out on top, retiring at age 65 when he could have stayed on until he dropped. His reward: a $7.1 million advance for his biography.

Why this Brand Works

Excellence: Welch turned GE into the world's most valuable companyᾺmore profitable, agile and ready to dominate in the Information Age. He did everything he promised and more.
Authority: Welch's success has elevated him to the position of Uber-CEO, the man other CEO's go to when they need answers. No one else is even close.
Flaws: Welch never tried to conceal his flaws: his temper, his intolerance for failure, and his slight stutter. Instead of being a corporate emperor, he became more human.

CASE STUDY

Oprah Winfrey–Crusader for Women's Empowerment

Oprah was born in Kosciusko, Mississippi, in 1954, and raised by her paternal grandmother until age six. After going to live with her mother in Milwaukee, her childhood became troubled, including sexual abuse at the hands of male relatives. At age 13, Oprah went to live with her father in Nashville.

Here, she began to excel in school, winning a full scholarship to Tennessee State University. While still in school, Oprah became the first African-American woman to anchor a newscast in Nashville. After graduation, she moved to Baltimore to work as a reporter and co-anchor for WJZ-TV.

A year later, Oprah became co-host of the station's morning show, "People Are Talking." From there she moved to Chicago to become host of "A.M. Chicago." Within three months, her ratings surpassed Phil Donahue's, and a year later the show went national and was renamed "The Oprah Winfrey Show."

How this Brand was Built

Oprah is a multimedia tycoon, producing film and television programs. By 2000, she was launching her own magazine, "O: The Oprah Magazine," the most successful magazine start-up in history. Everything flows from her talk show, which she has used as a platform for sharing her struggles with sexual abuse and her weight. Most importantly, Oprah has used the show to build a deep, personal connection with her audience, most of whom feel her values and aspirations reflect theirs.

Oprah has also built her Personal Brand around her desire to build, produce and promote worthwhile projects. Her "Oprah's Book Club" became a marketing force in the publishing industry, providing an audience for out-of-the-mainstream authors who might otherwise have languished on the bookshelves. In building an empire, she has become admired as an example of what a woman can do if she sets her mind to it.

Why this Brand Works

Honesty: The core of Oprah's Personal Brand is her openness about herself with her audience. Their genuine love for her stems from the perception that she has revealed herself to them and established an honest connection.
Control: Oprah is vigorously protective of her privacy, maintaining tight control over information released for public consumption. This not only prevents gossip; it is also a manifestation of her drive and ambition.
Virtue: When talk shows were heading toward tabloid exploitation, Oprah steered hers toward motivation and self-help. This set the tone for her positive Personal Brand.
Perseverance: "Don't be satisfied with just one success - and don't give up after one failure." That attitude has sustained Oprah through film project failures, a very public personal life, and her own weight problems.

Adherence to the Eight Laws

The Law of Specialization: Though she began as "another talk-show host," Oprah quickly differentiated herself with positivism, ambition and an honest desire to build a legacy of worthwhile work.
The Law of Leadership: She has made herself a mogul with hard work and vision–a voice of power and control in entertainment, media and publishing.
The Law of Personality: No celebrity has gained more from openly sharing her struggles, hopes and emotions with her audience.
The Law of Distinctiveness: She quickly set herself apart from the trailer-trash world of talk show hosts by becoming much more: a positive force, a champion of unknown talent and an outspoken advocate for women.
The Law of Visibility: How could you improve on having your own talk show and magazine? Oprah is one of the few known only by her first name.
The Law of Unity: It is hard to gauge this one because Oprah guards her privacy so jealously. But since no scandals have emerged, it's safe to assume the public and private woman are unified.
The Law of Persistence: She has never wavered from her core persona: flawed, driven, compassionate and always ready with a "you can do it" cheer.
The Law of Goodwill: It is hard to think of a woman who is loved more intensely and with greater devotion and admiration than Oprah.

Influence in its Domain

Oprah has changed the landscape of women's media with her magazine, her founding of the Internet and cable network Oxygen Media, and her relentless commitment to positive, productive, empowering works. "I want to be working on projects that are meaningful," she says. "I know that can sound superficial, but it's true. I would like to be able to say, down the road, that I created a legacy, something even more enduring than anything I have done yet."