How You Are Like Shampoo : The Breakthrough Personal Branding System Based on Proven Big-Brand Marketing Methods to Help You Earn More, Do More,

Foreword 13 Preface 17 Introduction: How Are YOU Like Shampoo? 21 The Power of Brands 27 Step 1: Define It Defining Your Personal Brand 35 Personal Brand Positioning Element #1: Audience 43 Personal Brand Positioning Element #2: Need 63 Personal Brand Positioning Element #3: Comparison 75 Personal Brand Positioning Element #4: Unique Strengths 91 Personal Brand Positioning Element #5: Reasons Why 111 Personal Brand Positioning Element #6: Brand Character 125 Pulling It All Together: Your Complete Personal Brand Positioning Statement 141 Bridging the Gap 155 Step 2: Communicate It Launching Your Personal Brand 159 Personal Brand Marketing Plan Activity #1: Actions 167 Personal Brand Marketing Plan Activity #2: Reactions 175 Personal Brand Marketing Plan Activity #3: Look 187 Personal Brand Marketing Plan Activity #4: Sound 201 Personal Brand Marketing Plan Activity #5: Thoughts 209 Your Complete Personal Brand Marketing Plan 221 Step 3: Avoid Damaging It Personal Brand Busters 229 Common Personal Brand Busters Quiz 233 Assuring Long-Term Success 253 Suggested Books 260 About the Author 261 Acknowledgments 263 Contact Information 266