Make a Name for Yourself: Eight Steps Every Woman Needs to Creae a Personal Brand Strategy for Success

Robin Fisher Roffer, Author Broadway Books $23.95 (224p) ISBN 978-0-7679-0491-9
A marketing consultant for Web sites and television networks, Roffer applies the principles of brand-building to the popular self-help imperative to create a personal ""mission statement"" in this up-to-the minute career strategy guide. ""Branding for people is about finding your `big idea,' the core you, and putting it out in the universe to fulfill itself,"" she says, citing Oprah, Martha Stewart and Madonna as examples of women whose professional ""brand name"" is immediately recognizable and definable, and the cornerstone of their success. By breaking branding into eight steps (such as ""dig deep to unearth who you are""; ""go after your target audience with a vengeance""; and ""recruit a squad of brand cheerleaders""), Roffer clearly guides her readers through the same process and exercises she uses in developing marketing identities for her clients. Whether a woman's goal is to scale the corporate ladder or to launch her own business, Roffer's lessons on developing a thick skin, creating a no-fear zone, handling professional jealousy (""never play the victim in business"") and having a professional coach or mentor will resonate. Agent, Barbara Lowenstein. (Jan. 2)
Reviewed on: 12/04/2000
Release date: 12/01/2000
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