“Branding” is all the rage these days. “You gotta create a personal brand!” you’re told. Okay, but what exactly does that mean? Am I to think of myself as a product? Am I a brand in the same way that Jiffy Peanut Butter is a brand? That sounds nuts (pun intended)!
David Aaker has some answers. [Read more…] about Aaker On Branding (Book Review And Insights)