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

William Arruda

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Top Stories by William Arruda

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 personality—a critical component of branding. More services like videoBIO (a Reach Personal Branding partner) will make it easier to cost-effectively build a powerful and positive brand image using video. 2. Hiring Process Companies will be hiring brands rather than employees. They will use social... (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)

Conversation and Brand Evolution

Recently, I was interviewed by my friend Carol Ross, founder of Carol Ross & Associates, and prolific blogger at A Bigger Voice, and Ordinary Life, Extraordinary Living. The interview, done for members of her Networking Naturally community, focused on my experience in making powerful in-person connections as a result of online networking. Specifically, Carol wanted to explore more deeply some of my learnings as I went face to face with Twitterville. It was a fun interview! Sure, it’s true that I always enjoy chatting with Carol. Yet, for this inteview, she did several things to ... (more)

Tiger’s Tarnished Brand

Well, Accenture joined the list of other endorsed companies/products that is saying farewell to Tiger. “Go On. Be a Tiger” suddenly took on a new meaning – and not one Accenture wanted to be connected to. Tiger Woods’ brand is in free fall. Unlike Martha Stewart and her shady stock deal, Tiger’s branding issue is much greater. Martha didn’t violate the true essence of her brand (why we care about her). If we had learned that she stole her recipes or couldn’t make papier machee snowflakes, her brand would be just as tarnished as Tiger’s. Of course, Martha emerged from prison in an ... (more)

Strong Brands Are So Resilient

Personal Branding Journal on Ulitzer When I was enrolled in numerous Reach certification training courses, Kirsten Dixon and William Arruda always would emphasize how strong brands would be able to charge more for their products and services and also survive economic downturns. During the past 18 months, as the economy has tanked, I have repeatedly watched Apple Computer not only thrive but soar in revenues and profits. This week, The Wall Street Journal published an article entitled “Demand for Macs, iPhones Fuels Apple: Quarterly Profit and Revenue Surge: Steve Jobs Touts Upc... (more)