“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct.
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Personal Branding & Leadership Coaching
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Ways, tools and resources to improve your personal brand and leadership skills
Curated by
Stefano Principato
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From
vimeo
The world of work has changed forever. Your personal brand is your constant in an increasingly dynamic workplace. 
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It's a new brand world. You're branded, branded, branded, branded. Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.
Stefano Principato's insight:
Starting today you are a brand. So how do you market brand You?
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There are many definitions old and new that aim to describe business, professional or executive coaching. The list that follows simply aims to collect a number of the best of these definitions to allow individuals to choose the one that seems to best capture the subject.
Stefano Principato's insight:
“The process of empowering others” — Sir John Whitmore “Coaching is an open-ended process in which an individual obtains expert input so as to achieve better long-term performance and results than may have been possible by operating alone.” — Dr Jon Warner
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The video includes personal branding definitions of very different authors, from Coco Chanel to Oscar Wilde via the leading specialists in personal branding ...
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A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”