You Are the Brand /

You Are the Brand / / Steve Adubato.

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Steve Adubato's entire professional life has been about branding--learning it, living it, making mistakes at it, teaching it at several universities, while discovering how to find the fine line between shameless self-promotion and smart, strategic branding--first for himself, then for others, a...

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Bibliographic Details
Superior document:Title is part of eBook package: De Gruyter Rutgers University Press Backlist eBook-Package 2000-2013
VerfasserIn:
Adubato, Steve,
Place / Publishing House:New Brunswick, NJ : : Rutgers University Press, , [2011]
©2011
Year of Publication:2011
Language:English
Online Access:
Physical Description:1 online resource (234 p.)
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Table of Contents:
  • Frontmatter
  • Contents
  • Acknowledgments
  • Introduction
  • Tiger Woods: No One Walks on Water
  • Buddy "The Cake Boss " Valastro: Baking Cakes and Living Dreams
  • JH Cohn: Branding for Accountants? Why Not!
  • Toyota: Putting the Brakes on Its Brand
  • Michael Port: Living by the "Golden Rule"
  • BlackBerry: The Brand You "Can't Live Without"
  • Barack Obama: A Brand in Transition
  • Coke: It's the Real Thing
  • Thirteen/WNET.org: Beyond Sesame Street and Bill Moyers
  • TD Bank: Beyond Colors, Letters, and Logos
  • The Catholic Church: A Brand in Constant Crisis
  • Toast: Knowing Where Your Bread Is Buttered
  • The New York Yankees: A Lot More Than a Baseball Brand
  • The Kennedys: The Rise and Fall of America's "Royal Family"
  • Hospital Brands: Hospital Branding in Challenging and Uncertain Times
  • Starbucks: "Your Usual, Steve?"
  • Blackwater: Changing Your Name Doesn't Fix Your Reputation
  • Campbell Soup: Engage Your Employees . . . Awaken Your Brand
  • Nick Matarazzo: Staying in the Game
  • Martha Stewart: Boy, . . . Was I Wrong
  • Bobbi Brown: Keeping It Real
  • Oprah: The "Babe Ruth" of Modern-Day Branding
  • BP Oil: Total Brand Destruction
  • TODAY: It's about Yesterday, Today, and Tomorrow
  • Howard Stern: "The King of Media"
  • E*TRADE: When Your Brand Is a "Baby"
  • Gibbons: One Name Can Communicate So Much
  • Governor Chris Christie: When Being "Blunt" Is Your Brand
  • Lebron James: When Your "Decision" Hurts Your Brand
  • Newsweek: Times They Are a-Changing
  • Daniela Costanzo: Spinning Her Magic
  • Sarah Palin: So You Want to Be Taken Seriously?
  • Rutgers University: The Block R Success Story
  • TJ Nelligan: Doing Well by Doing Good
  • Eliot Spitzer: Go Figure
  • Wells Fargo/Wachovia: Two Banks into One . . . the Bottom Line
  • Make-A-Wish Foundation: Granting Lasting Wishes
  • Fox News: Love 'em, Hate 'em, Trust 'em . . . Watch 'em
  • Notes
  • About the Author

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