Acknowledgments

Since the first edition of Be Your Own Brand was published, one of the strongest personal brands I have ever known passed away. My wife, Jo, the mother of our five children, died in March of 2003. Authenticity defined both who she was and how others perceived her. Today those who knew her still remind me of the difference she made in their lives.

The points of view—the need for authenticity and making a difference as the foundations for building a strong personal brand—emphasized in this revised version of our book have, in fact, not changed from the original. However, that we were “onto something,” has been reinforced by the many letters and e-mails we have received from people expressing their appreciation for providing a guide on how to build a strong personal brand without selling your soul.

I have the privilege to be surrounded by strong personal brands whose influence continues to inspire a deep commitment to live my life fully. My children—Sarah, Kate, Sean, Jessie, and Beth—are a whole lot of fun and are passionate about helping make the world a better place for all.

David McNally Sr., my father, now in his late eighties, is still applying his incredible energy and enthusiasm to ensuring that the physically disabled are able to maximize the quality of their lives.

In a world, however, where businesspeople are often thrown together and “branded” as greedy and lacking compassion, I wish to recognize the many leaders who contradict those labels and who are building companies and organizations where the mission, vision, and values are truly lived, and as a result, extraordinary opportunities are created for people to build strong personal brands and live successful and meaningful lives.

Jo Reinhart, my executive assistant, has been an integral part of building my brand for over twenty years. There is not a week that goes by without someone telling me how fortunate I am to have her working with our clients. And finally, in an effort to suggest what is ultimately important, I must acknowledge my golfing brother, Steve, for teaching me how to successfully get out of a bunker and my brother Paul for teaching me to fish.

David McNally

Much of the knowledge that informed this revision of Be Your Own Brand came from readers of the first edition of the book and those who have experienced the material in the hundreds and hundreds of workshops that have been conducted globally. I have been inspired by a whole gamut of strong personal brands that I know or observe that reinforce the elegance and power of being more of who you are, not less. In that regard, my wife, Beth, the “Steady Eddie” of my life, provided me the support and encouragement to muster the extra-curriculum-like effort to write this revision. Observing my friend Steve Weiss, a quintessential strong personal brand, is a constant reminder of the importance of maintaining high standards for making a difference that separates a strong personal brand from all the others. Sitting in my office on a cold Minnesota winter’s day, I received a call out of the blue from Heather Backstrom, a smart, energetic executive coach from California. Heather was adamant that I elevate authenticity as a critical component in building a strong personal brand. Donna Williams, a consummate graphic designer with a whimsical attitude, made the front cover design process a reassuring and enjoyable experience. My daughter, Kathryn, continues her role as the final arbiter of keeping it simple and real for the reader. Sarah Deckenbach has provided vital support in correcting my many keyboarding mistakes, striking what she determines as inappropriate use of commas, and pulling together all of the loose ends in getting the manuscript to the publisher. Finally, my mother with her own brand of encouragement—“Are you done with rewriting that book yet so you can get back to your other work?!”

Karl D. Speak