Thursday, June 16, 2005

Buzz and Brand

Author and professional speaker Sam Horn tells a great story about a group of pre-schoolers who are asked to tell their teacher what sounds the barn yard animals make. When she said "cow?", the kids all replied; "Moooooooo". To her inquiry of "sheep?", they cried; "Baaahhhh". And when asked what sound a duck makes, all the children screamed; "AFLAC!". Now that is a great example of creating buzz and building a solid brand. Before that funny duck came through our television screens, none of us had probably ever heard of supplemental insurance.

Creating a recognizable brand is something for which every business and businessperson strives. It makes selling your product much easier if the client already knows and trusts you and/or your company. But it is not an easy task.

I have just finished reading a great new book by author Keith Ferrazzi called Never Eat Alone. Keith is considered one of the world's greatest "networkers".... and has a list of accomplishments which proves that he knows how to turn his extensive roledex into profitable business ventures.

While the book is full of wonderful advice for anyone wishing to create stronger business relationships, my favorite chapter was the one called Broadcast Your Brand (Chapter 24). If you read no other part of this book (and I recommend you read it from cover to cover), this chapter contains of some of Keith's best nuggets of wisdom, that apply to everyone who needs to create buzz for themselves or their company.

Intermingled with great suggestions on promoting your cause, dealing with the media, developing your message.....Keith tells the reader the important truth: if nobody knows how good you are, then you and your company are not attaining the full potential. At the end of the day, nobody will do it for you. You are responsible for creating your own image in the business community.

In 1997 I read a phenomenal piece by Tom Peters in Fast Company Magazine titled: "The Brand Called You". While this was written over eight years ago, it still rings true today for anyone who wants to achieve success in their career. Click Here to link to the article.

Keith's book is available at and do not forget to read his blog.

Have a great day

Thom Singer

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