BUILD YOUR OWN LIFE BRAND! Become a Stand Out in Your Work, Your Relationships, and Your Community

According to marketing consultant Graham, the most successful individuals are those who understand how to muster their character, personal beliefs and unique abilities to add value to their jobs, their relationships and their communities. By doing so, they create and build upon a distinct and recognizable "Life Brand," similar to the way Coca-Cola, Oprah Winfrey, Microsoft and Martha Stewart evoke clear, consistent images that underscore the value they add to their target audience's lives. Graham acknowledges that brand success is not necessarily measured in dollars, citing Nelson Mandela, for example, as a man whose name holds universal meaning for people worldwide. Like other motivators, he prizes the power of having goals, focus and passion, but his reasoning is tepid in this book that mostly rehashes his popular You Can Make It Happen. With advice limited to determining one's skills, talents and knowledge; bland reminders to follow through on promises and project a positive attitude; and suggestions for increasing one's visibility (e.g., start a nonprofit organization, create a Web site), Graham fails to provide detailed practical instruction to a readership looking for direction. All in all, this work is hollow and appears hastily put together. (May)

Forecast:In contrast to Robin Fisher Roffer's Make a Name for Yourself (Forecasts, Nov. 20, 2000), which provides motivation and concrete instruction for a slightly more sophisticated audience, this book's strongest asset is Graham's well-known association with Oprah Winfrey, who is mentioned repeatedly in the book.