The 16th Minute: Creating a Personal Brand


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Create a personal brand so you will be famous for more than 15 minutes!. Develop a brand so you will be the go-to person attracting resources and authority from the decisions makers. Performance conducted in a PowerPoint free-zone using crayons, jigsaw puzzles, and HulaHoops. Join the Twitter conversation with hashtag #16thmin.

Join the conversation about personal branding on Twitter with hashtag '16thmin' [without ' marks]. And join Twitter group '16thminute' @

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  • Copy writeã Doug Caldwell, eii success, 214.641.4084,,
  • The 16th Minute: Creating a Personal Brand

    1. 1. The 16 th Minute Revised January 2009 Next live performance @ ASTD International Conference, Washington, DC, Summer 2009
    2. 2. Let’s start right now creating your personal brand. Construct a sign using only graphics or numbers that illustrates your personal brand. Use the 5X8 cards and crayons on the table. NO TEXT ALLOWED. Then describe your brand with others.
    3. 3. Your Agenda <ul><li>Discussion </li></ul><ul><ul><li>What’s your brand right now? </li></ul></ul><ul><ul><li>Intersection of brand factors </li></ul></ul><ul><ul><li>Brand Goes Up & Down </li></ul></ul><ul><li>Discovery & Decision </li></ul><ul><ul><li>The Puzzle of Marketing Gravity </li></ul></ul><ul><ul><li>Your new brand environment </li></ul></ul><ul><ul><li>Thinking up a S*M*A*R*T brand </li></ul></ul>
    4. 4. Brands at Top of Mind <ul><li>List personalities recognized by one-name </li></ul><ul><li>Name a laundry detergent </li></ul><ul><li>Name a carbonated soft drink beverage </li></ul>
    5. 5. Brand Factors Market Needs
    6. 6. Brand Factors Market Needs Skills
    7. 7. Brand Factors Skills Passion Market Needs
    8. 8. Where does your brand intersect? Skills 1 2 3 4 Passion Market Needs
    9. 9. Brand Ups and Downs Who’s Doug Caldwell? Get me that guy Doug Caldwell. Get Doug Caldwell if you can. Get someone close to Doug Caldwell Get me a young Doug Caldwell. Who’s Doug Caldwell? Get Doug Caldwell!!!
    10. 10. Creating Marketing Gravity Your Services and Relationships Pro bono work Commercial publishing Position papers Radio interviews TV appearances Advertising Passive listings Speaking Web 2.0+ Electronic newsletters Word of mouth Trade association leadership Third-party endorsements Referrals Print Newsletters Print interviews Teaching Alliances Products Networking
    11. 11. Creating the new environment for your brand Your brand Trade association leadership speaker TV interview Trade publication
    12. 12. Importance of Word of Mouth   “ People” (friends, family, or other people) are among the two or three “best” sources of ideas and information
    13. 13. S pecific M easurable A chievable R ealistic T imely = S*M*A*R*T* action What’s your S*M*A*R*T* action to have a 16 th Minute?
    14. 14. Is your action worth “35” points? <ul><li>Use a 3X5 card </li></ul><ul><ul><li>Write down your SMART action </li></ul></ul><ul><ul><li>Must be completed within 48-72 hours by you. </li></ul></ul><ul><li>Start signal . Get up and exchange cards with many people. </li></ul><ul><li>Stop signal </li></ul><ul><ul><li>FREEZE, find a partner </li></ul></ul><ul><ul><li>Discuss the ideas on the two cards and award points. </li></ul></ul><ul><ul><li>Split seven points in any combination [0 + 7, 5 + 2, 4 + 3 ] between the two cards. </li></ul></ul><ul><ul><li>Write the score [0-7] for that idea on the back of that card. </li></ul></ul><ul><li>Repeat exchanges/scoring four more times </li></ul><ul><li>After fifth round, return to your seat, add up score on the card. </li></ul>
    15. 15. Moving organizations from conversations to action <ul><li>Doug Caldwell </li></ul><ul><li>+1.214.641.4084 </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>View/download this show @ </li></ul>
    16. 16. Credits <ul><li>Organizational Consulting , Alan Weiss, Wiley & Sons, 2003. </li></ul><ul><li>How to Establish a Unique Brand in the Consulting Profession , Alan Weiss, Wiley & Sons, 2008. </li></ul><ul><li>Value-Based Fees:How to Charge and Get What You are Worth , Alan Weiss, Wiley & Sons, 2008. </li></ul><ul><li>The Influentials , Ed Keller and Jon Berry, The Free Press, 2003. </li></ul>