Fresh Passion: Get a Brand or Die a Generic

The latest from leadership coach Brown (Fresh Customer Service) features glib, used-car salesman advice on personal branding. According to Brown, it’s not enough to do good work under the radar. In addition, you need to build a personal brand that offers value to others at your organization, as well as clients and customers. Early in his career (while in college), Brown developed the Fresh PASSION® system; the acronym stands for “Preparing Yourself, Aspiring to Reach Your Goals, Staying Laser-Focused, Selling Your Value, Invigorating Yourself, Omitting the Negative, and Nailing the Brand.” He lays out the framework for building a personal brand, encouraging readers to thoroughly assess themselves and sell their own value to those who can help build their careers. The book moves quickly, thanks to gimmicky segments like “Your Perfect Day” worksheets (high-level goal-setting), “Brownie Points” (tales of his own experience), “Quotable Notables” (stories of “branded” people like Oprah, Arnold Schwarzenegger, Stephen King, and Pablo Picasso), “6.5 Steps Towards Achieving...” for each section, and “Doggie Bags” (takeaways). While the exercises are useful, Brown’s relentless catchphrases, pitches for his own site, and hyperactive tone will make readers feel like they’re sitting through a time-share pitch. (Jan.)