Quote from Scott Cook

A brand is no longer what the company says it is. It’s what the customers tell each other it is.

Scott Cook, Intuit

Personal Branding Application:

The reason Reach Communications Consulting developed the 360Reach Assessment was to reveal the gap between who you say you are and who others think you are. When you know who you are and communicate that effectively to those around you they in return will promote the authentic you - not the preconceived you. Remember, this is specific to your intended target audience, not the entire world. As William Arruda so beautifully puts it, "Personal branding is about being selectively famous."