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　　In this second edition of their classic book on personal brand

David McNally and Karl Speak show that developing a personal brand

is not about constructing a contrived image. Rather, it is a

process of discovering who you really are and what you aspire to

be. The hallmark insight of this new edition is that the best way

to establish a strong and memorable brand is to make a positive

difference in the lives of others through making lasting

impressions that build trusting relationships.

McNally and Speak take you through the process of identifying the

key components of your brand, conveying that brand to the world,

checking how closely your brand aligns with important relationships

in your life—particularly your employer—and assessing your progress

along the way. This thoroughly revised and updated edition features

new material on how to use social media to build a powerful

personal brand and case studies of individuals whose personal

brands have changed the world.

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　　David McNally has enjoyed an extensive international business

career and is among an elite group of recipients elected into the

Speaker Hall of Fame by the National Speakers Association (NSA).

David is also the author of the bestselling books Even Eagles Need

a Push: Learning to Soar in a Changing World and The Eagle's

Secret: Success Strategies for Thriving at Work and in Life. Now as

the president of TransForm Corporation, David and his team work

with many of the world’s most successful companies preparing their

employees to compete in an ever more complex future. Clients

include Abbott, Ameriprise, Carlson Wagonlit Travel, Delta

Airlines, Fidelity, Gartner, Otto Bock, Perkin Elmer, Pulte Homes,

and Thrivent Financial.

　　Karl D. Speak has earned a global reputation for his proven and

unconventional approach to using brand as an innovative

customer-centric leadership platform. Through Brand Tool Box, Ltd.,

the company he founded in 1984, Karl’s pioneering work on personal

and organizational brand alignment has created a breakthrough

framework for implementing internal brand-building and

customer-centric organizational development programs being used by

organizations in every industry around the world. In addition to

his consulting practice, Karl is a bestselling author and

sought-after speaker. Karl has taught in the MBA programs at

University of Minnesota, Saint Thomas University, and has been a

guest lecturer at University of Westminster in London, Capella

University, and ESADE University in Madrid, among others.

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书籍介绍

In this second edition of their classic book on personal brand David McNally and Karl Speak show that developing a personal brand is not about constructing a contrived image. Rather, it is a process of discovering who you really are and what you aspire to be. The hallmark insight of this new edition is that the best way to establish a strong and memorable brand is to make a positive difference in the lives of others through making lasting impressions that build trusting relationships. McNally and Speak take you through the process of identifying the key components of your brand, conveying that brand to the world, checking how closely your brand aligns with important relationships in your life—particularly your employer—and assessing your progress along the way. This thoroughly revised and updated edition features new material on how to use social media to build a powerful personal brand and case studies of individuals whose personal brands have changed the world. "Squarely delivers where other books have left off by creating a genuine self-understanding and a strong picture of the person you are and want to become to create real sustainable personal change.”

--Stephen Weiss, Former President EDMC Online Higher Education and Former President and COO Capella Education Company “A strong personal brand is paramount for effective leadership. Be Your Own Brand is a powerful and practical guide for building deep and meaningful relationships.”

--Perry Cantarutti, Senior Vice President, Europe, Middle East, Africa, Delta Air Lines “Be Your Own Brand, when applied within a business organization, has the power to accelerate the pace of organizational brand development tremendously.”

--Taras K. Rebet, President, West Europe, Otto Bock HealthCare GmbH “From this book you’ll experience deep introspection and discover your own brand which will surely ignite personal and professional growth.”

--Heather Backstrom, Employee Development Manager, Moog, Inc. – Aircraft Group