Salient is based on a simple premise: everybody has a brand he needs
to build, promote, and manage. Salient provides marketers and business
professionals with a roadmap to build personal and business brands that
stand out.
When thinking about brands, conventional wisdom prompts us to recall the
likes of Apple, Coca Cola, Levi's, Nike, Toyota, or McDonald's. Beyond
these obvious examples, artists, places, and public figures are also
brands, all trying to stand out in a crowded world. That's how most of
us associate Disneyland with "the happiest place on earth" and remember
that "what happens in Vegas, stays in Vegas." That's why Lady Gaga wears
outrageous costumes, Anna Wintour is hardly ever seen without her black
sunglasses, and Donald Trump reportedly spent $70,000 on hair styling
when hosting The Apprentice.
Salient provides its readers with a clear and simple roadmap to
build a differentiated personal or business brand.
The first part of Salient demystifies marketing and branding by
showing that successful brands and individuals are not particularly
talented, creative, or educated. It explains why "perception is the
truth," how consumers and very small brands can influence and even
unsettle large institutions, and how rebels and misfits like Steve Jobs,
John Lennon, and Elon Musk have built global brands.
In the second part, Salient provides the reader with seven strategies
to build and grow differentiated personal or business brands on a
shoestring budget.
