Pioneering Brand Strategist, Speaker, Author and Founder of Reach Personal Branding

William Arruda

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Top Stories by William Arruda

New Media on Ulitzer I wrote an article for BrandChannel.com focusing on the role of human brand assets in corporate success. It seems that more and more companies are getting comfortable with the role employees play in brand-building and the trend of including employees in TV advertisements continues. Companies are embracing the idea of employees delivering on the corporate brand promise in ways that are authentic to them. Here are some great ads from Boeing, GE, Intel, IBM and Exxon. Although these companies have very different brands, they have all chosen to feature their human brand assets in their advertisements. Bravo!   Boeing   GE     Intel   IBM Exxon ... (more)

Twitter: It’s Not Just About Lunch

A recent Sprint commercial about the “Now Network” noted that 26% of viewers had no idea what “twittering on Twitter” means. Yet, it’s clear that Twitter awareness is growing by leaps and bounds. Of course, this doesn’t mean opinions about Twitter are all positive. Many still hold the view expressed in this Twouble with Twitters video. As well, as Steven Johnson stated in his favorable Time magazine piece, “The one thing you can say for certain about Twitter is that it makes a terrible first impression… It's not as if we were all… saying, ‘If only there were a technology that wo... (more)

Your Brand, Your People

As perhaps the best known philosophical riddle, if you say, “If a tree falls in a forest and no one is around to hear it,” most people will complete the question by saying, “does it make a sound?" Similarly, if you work at defining your brand without considering the people for whom you’re relevant, do you really have a brand? Put another way, it’s questionable if a brand exists without a brand community. According to Wikipedia, a brand community can be defined as “a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a... (more)

Cut Your Job Search Time in Half

Careers on Ulitzer Careers on Ulitzer - The December 2009 Reach Personal Branding Interview on Thursday, Dec. 10 at noon EST features tips and techniques from David Perry and Kevin Donlin, co-authors of Guerilla Marketing for Job Hunters 2.0. In this guest expert interview with William Arruda, founder of Reach Personal Branding, David and Kevin will discuss job search secrets that have enabled their clients to land good jobs in less than half the time of the national average. This is a complimentary, live call and will also be recorded. David Perry is a headhunter (managing partn... (more)

Personal Branding Predictions: Top Ten for 2010

Personal Branding Journal on Ulitzer Every year since I founded my company, Reach, in 2001, I've made predictions about how the world of personal branding will evolve in the coming year. Here are my top 10 for 2010. 1. Video, Video, Video Thanks to greater bandwidth, cheaper storage, and a proliferation of products and services that make shooting, storing, viewing, and sharing video easy (Flip video, iPhone 3GS, YouTube, vimeo, blip.tv, vodpod, etc.), video will be king in 2010. Video is ideal because it allows careerists to deliver a complete communication and convey their perso... (more)