Success Books - "High Visibility" Part 2
This is Part 2 of my review of Rein and Kotler’s High Visibility: Transforming Your Personal and Professional Brand. In Part 1 , I examined the book’s explanations of the purpose and rewards of high visibility aw well as the current “state of the art” of the Visibility Industry.
Further into the book, the authors examine:
Visibility measurement. For instance, the “intensity curve” of audiences, from the barely-interested to the “ensnared”. They examine various methods of determining how visibility is measured (via various market research techniques)
They also cover methods by which the “audience bond” is created. Just what story does the celebrity have to tell? The authors reiterate that the “branding” is not just due to a strong ability: it could start from many other points including closeness to a historic event, a strategic marriage or relationship, or a triumph over a life of hardship.
The authors next cover “launching strategies”, and the delicate subject of how much the visibility “aspirant” has to “stretch” to meet the needs of the market they want to enter. In fact just picking exactly what market segment you want to enter can be a crucial decision. The age of the target audience, for instance, can be crucial.
One of my favorite sections of the book is the section entitled: “Misconceptions of Brand Building”, in which the authors critique a series of brand-building “myths” such as “Talent” and “Charisma”. Their breakdown of the nature of charisma to it’s roots in the audience and not totally in the star is a fascinating insight.
I will have more to say about this remarkable book. It is in fact a valuable and exhaustive textbook that anyone aspiring to be more visible in business should own.
Go to Part 1
Go to Part 3
Browse all the items we review in the Success Books Store
Further into the book, the authors examine:
Visibility measurement. For instance, the “intensity curve” of audiences, from the barely-interested to the “ensnared”. They examine various methods of determining how visibility is measured (via various market research techniques)
They also cover methods by which the “audience bond” is created. Just what story does the celebrity have to tell? The authors reiterate that the “branding” is not just due to a strong ability: it could start from many other points including closeness to a historic event, a strategic marriage or relationship, or a triumph over a life of hardship.
The authors next cover “launching strategies”, and the delicate subject of how much the visibility “aspirant” has to “stretch” to meet the needs of the market they want to enter. In fact just picking exactly what market segment you want to enter can be a crucial decision. The age of the target audience, for instance, can be crucial.
One of my favorite sections of the book is the section entitled: “Misconceptions of Brand Building”, in which the authors critique a series of brand-building “myths” such as “Talent” and “Charisma”. Their breakdown of the nature of charisma to it’s roots in the audience and not totally in the star is a fascinating insight.
I will have more to say about this remarkable book. It is in fact a valuable and exhaustive textbook that anyone aspiring to be more visible in business should own.
Go to Part 1
Go to Part 3
Browse all the items we review in the Success Books Store
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