High Visibility, Third Edition Transforming Your Personal and Professional Brand

by Rein, Irving; Kotler, Philip; Hamlin, Michael; Stoller, Martin

• ISBN13: 9780071456807
• ISBN10: 0071456805
• Edition: 3rd
• Format: Hardcover
• Copyright: 2006-01-05
• Publisher: McGraw Hill

Summary

The classic guide to personal and public image making--now updated for the digital ageThe groundbreaking, critically acclaimed original edition ofHigh Visibilityestablished celebrity--the creating and managing of one's public persona--to be a critical factor in achieving personal and professional success and status. Now, in this new third edition, international communication expert Irving Rein, international marketing guru Philip Kotler, and coauthors Michael Hamlin and Martin Stoller show you how to achieve and benefit from high visibility--in any profession!"High Visibilitybrilliantly captures the how, why, and what of the celebrity-building process." --Al Reis, bestselling author ofPositioning and Marketing Warfare"High Visibilityis the Bible, the Das Kapital, the Origin of Species of the infant science of celebritology." --Peter Carlson,Washington PostToday, it's not just what you know or who you know--it's who knows you.High Visibilityis the difference between being just a member of the crowd and becoming a highly recognized individual.

Author Biography

Martin Stoller was a clinical professor of organizational behavior at Northwestern University's Kellogg School of Management.

Table of Contents

Acknowledgments	p. IX
Preface	p. XI
Foundations of High Visibility Marketing	p. 1
The Branding Proposition	p. 3
Commanding a High Visibility Premium	p. 15
How the High Visibility Industry Works	p. 33
Distinguishing High Visibility Sectors and Hierarchies	p. 67
Who Are the High Visibility Consumers	p. 91
Strategies for Achieving and Sustaining High Visibility	p. 135
Strategies for Marketing High Visibility	p. 137
Misconceptions of Brand Building	p. 161
The Four Steps of Brand Transformation	p. 199
Delivering the Brand	p. 249
Publicizing the Brand	p. 281
Sustaining the Brand	p. 307
Managing Brand Identity in an Ever-Changing Marketplace	p. 345
Index	p. 359
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