■ The Big Idea
What does it mean to consider yourself a brand? When Ralph Lifshitz wanted to become a famous fashion designer, he didn’t start by working 24 hours a day designing clothes. The first thing he did was to change his name to Ralph Lauren. Branding seeks to create a better perception. Not a better product. So your role is to make the changes necessary to create a better perception. The principles for creating a “Personal Brand” are spelled out in great detail in “The Brand Called You.” In this book, you will understand, too, that it’s not enough “to understand the principles.” What you will need further is the flexibility of mind to actually adopt and use these principles.

■ About the Author
Peter Montoya
After graduating from the University of California, Irvine with a degree in political science, Peter Montoya went to work for a nationally recognized sales trainer. During the next five years, he lived in 25 major cities and performed over 2,000 training sessions in every industry. Then he was hired by an advertising agency to offer seminars. These seminars focused on a radical new concept: personal branding. When steadily increasing numbers of service professionals began attending these seminars, Peter realized the entire country was begging for a personal branding revolution. Soon, he left to start his own firm - Peter Montoya Inc..

Peter Montoya Inc. has met every conceivable marketing challenge for an impressive collection of clients - with thousands of clients representing every type of profession. Through public seminars and private presentations, Peter educates tens of thousands of professionals yearly. He delivers more than 100 speeches each year and spends half the year on the road interfacing with clients.