Let''s face it--it''s a tough economic world today and there''s cutthroat competition. Dive into Adubato''s book and get ready to turn a powerful page in life. 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, and now for readers interested in an honest analysis of the good and bad in practiced branding.

So, what''s really in this book for you? Adubato profiles the brands of more than thirty people and companies and skillfully analyzes and dissects their strategies. His sage advice and on-target approach will help readers who:

• Feel they have something of value to offer,
• Are in a market-driven or aggressive environment in which their name, reputation, and persona hold the keys to their success,
• Want their customers to buy products and services again and again,
• Feel unappreciated in their current job,
• Have recently lost a job or are seeking their first job out of college,
• Are trying to get back into the workforce after years of being "out of it."