lunes, 14 de mayo de 2012


HOW TO BRAND YOURSELF

In this CNN report, Christine Romans asks how individual people can turn themselves into brands. She looks at how doing that might help folks make a name for themselves when they're trying to find a job.

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TRANSCRIPT



CHRISTINE ROMANS, CNN BUSINESS CORRESPONDENT: It's not only the uber famous who can brand themselves. Digital media, Twitter and Facebook make it easy for almost anyone to create a brand. From skateboarder Tony Hawk... 

ROMANS: It's something that you started before everyone was trying to become a brand. 
TONY HAWK, PROFESSIONAL SKATEBOARDER: The first thing, you have to have something to offer, you know what I mean? I don't really believe in being famous just because you're famous. 
ROMANS : ...To chef Paula Deen. 
PAULA DEEN, CHEF: You know, you kind of have to reinvent yourself. You know, you have to keep things fresh. I did start this little lunch business called The Bag Lady, y'all. 
ROMANS: What about the average person? Could creating your own brand give you an edge? 
SAM CHAKO, JOB SEEKER: I don't know how to market myself to get employers to notice me. 
FORD R. MYERS, CAREER COACH: The market is too tough. Unemployment numbers are still high. Every candidate needs to find a way to stand out. 
ROMANS: So, how do you create your own brand? Career counselor Ford Myers has some tips. 
MYERS: Every candidate can identify what is their unique selling proposition or what is their special brand. Look through their own background, their own resumes, their letters of recommendation, their performance reviews and find what stands out. 
ROMANS: Leadership and management author Bill Taylor has a cult following. 
ROMANS : You walk into the boardroom... 
BILL TAYLOR, AUTHOR, "PRACTICALLY RADICAL": Right. 
ROMANS: When you walk into the job interview, when you walk into your dining room... 
TAYLOR: Yes. 
ROMANS: ...You are now a brand. 
TAYLOR: Yes. 
ROMANS: Are we all becoming brands? 
TAYLOR: I think, you know, being a brand is not being flamboyant. It works for Lady Gaga. It wouldn't work for you in your organization. Being a brand, as everybody knows, when I meet Christine Romans, this is what she stands for, this is the impact she was trying to have.

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