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Dorie Clark on Defining Your Personal Brand

September 19, 2016 By Bennett Voyles

Define your personal brand and establish your public reputation

With new innovations taking place every day, we have entered an era where industries and companies are increasingly at risk for disruption and job security is much less than it was in the past. One way to safeguard your professional life is to develop a strong reputation to fit in with the changing market. However building a public reputation is never easy: finding your uniqueness, how other people think of you and what to listen to can all become barriers to self-promotion. In this interview Dorie Clark, the author of two popular personal branding books, explains a step-by-step approach for individuals who are interested in creating their personal brand.

Filed Under: All Articles, Branding, Conversations, Management, Q&A Tagged With: Conversation, Personal branding, Q&A, Shine and Rise series

Build Your Career and Build Your Personal Brand

August 31, 2016 By Bennett Voyles

In today’s busy workplaces people have bigger departments, more turnover, and operate in an environment of continuous change, which means that management has less time to get to know you and your capabilities. If you want to get ahead, coaches and other talent management experts say, you can’t wait for your boss to nurture you. Instead, you need to invest more time both developing your own capabilities and making sure decision-makers appreciate your talents and see your potential. How do you build your career and ensure you get the chances you deserve?

Filed Under: All Articles, Branding, Marketing Tagged With: Career, Personal branding, Shine and Rise series

Building a Brand Identity to Create a High-Value Company

August 29, 2016 By Bennett Voyles

Building a Brand Identity

These days, corporate value is based not only on what you sell, but who you are: in a 2016 global study by Edelman, 48% of consumers said they won’t buy from a company they distrust but 37% said they will pay more for a product from a company they do trust. Unfortunately, becoming one of these admired companies is not easy. A great reputation doesn’t just appear by magic simply by behaving honorably and doing good work. So what facets are needed to build a respected corporate identity?

Filed Under: All Articles, Branding, Management, Marketing Tagged With: Branding, company culture, Competitive Advantage, Shine and Rise series

How to Create Your Product Differentiation Strategy

August 24, 2016 By Bennett Voyles

Between rapid technological change and global competition, it’s becoming harder for anyone selling a product or service to maintain a competitive edge–especially when that product is more or less the same as everyone else’s. But companies with products caught in this trap have more options than they realize. Even if you can’t win by being the cheapest or the best, you don’t need to simply resign yourself to commodity status. Creating a consumer brand for the industrial commodity, branding the product in a way that makes it familiar to the users, and sometime even raising price can be a positive differentiator.

Filed Under: All Articles, Best Practice, Branding, Marketing Tagged With: Branding, Marketing, Shine and Rise series

The Way to Win Market Competition Now

July 20, 2016 By Bennett Voyles

In recent years, globalization has lifted billions of people out of poverty and created vast wealth, but has also spawned hyper-competitive markets that make a secure niche ever more difficult to find. Everyone from cabbies to multinational businesses find it’s harder and harder to maintain an edge. Meanwhile, in the world’s younger economies, particularly China, companies face another challenge: unlike Westerners who grew up loyal to particular brands, Chinese consumers did not have that; and as markets consolidate, consumers are selecting a few favorites. So how should companies deal with these new trends?

Filed Under: All Articles, Consumers, Innovation Tagged With: Branding, Competitive Advantage, Innovation, Shine and Rise series

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Information, analysis, and interviews about the Chinese economy and doing business in China, from the people who know it best. Presented by the Cheung Kong Graduate School of Business, China's leading business school.


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