Steve Adubato Is a Pro! My Hat Goes Off to Him Because There Are Only a Few Great Communicators Around

“Steve Adubato is a pro! My hat goes off to him because there are only a few great communicators around . . . and he is one of the best!” — Suze Orman, ﬁnancial guru and New York Times bestselling author

“In this confusing and ever-changing world of marketing and branding, Steve’s book You Are the Brand will help you make the connections you need to make.” — Neal Shapiro, president and CEO, Thirteen/WNET (PBS)

“Steve is a great guy. We’re kind of one in the same in that we’re both Jersey boys and grew up that way—Italian families. We understand each other. . . . His new book You Are the Brand is a must-read.” — TLC’s “Cake Boss,” Buddy Valastro

“You Are the Brand takes you behind the scenes and reveals surprising approaches to building a personal or business brand. Steve is a true media expert with real-world experience. His advice is spot on. I highly recommend this book.” — Michael Port, New York Times bestselling author of The Think Big Manifesto

“Steve always has a refreshing take on the events of the day. His voice brings clarity to confusion and his passion produces more light than heat.” — Jim Bell, executive producer, The TODAY show

“You Are the Brand renews the high position in which Steve Adubato is held by top professionals. He is one of the best around when it comes to communicating a message.” — Marty Appel, long-time New York Yankees PR director

“Steve is one of the best in the business.” — Jonathan Alter, New York Times bestselling author of The Promise: President Obama, Year One

“Steve Adubato has written a book that is super important and timed perfectly. You Are the Brand is a must-read for all in this ever-changing world, both business and personal.” — Jack Mitchell, author of Hug Your Customers and Hug Your People

“I love working with Steve Adubato because he’s informative and so knowledgeable. The world of broadcasting simply can’t live without him.” — Rosanna Scotto, co-host FOX 5’s Good Day New York “In You Are the Brand Steve continues his role as the perpetual teacher by reinforcing that there are lessons to be learned from every circumstance.” — Thomas Marino, CPA, JH Cohn partner and CEO

“As the country’s foremost media expert, Steve Adubato has made himself the go-to brand for radio and television producers across the nation. Follow the advice Steve lays out in this book. You won’t be disappointed!” — Scott Lakeﬁeld, program director, WOR Radio/New York

“You Are the Brand is a great book. It should be required reading for every CEO and executive responsible for shaping and executing their organization’s reputation and brand in the marketplace. Steve Adubato has hit a home run.” — Ronald J. Del Mauro, CEO, Saint Barnabas Health Care System

“I have long known and respected Steve Adubato and his work; it’s the reason I’ve always enjoyed working with him.” — Dan Abrams, former president of MSNBC and founder of Abrams Media Network

“Steve’s book leaves out one very important chapter—the Adubato brand. Built from hard work combined with intellect, inventiveness, and insight, he is a case study all need to examine and learn from. He has affected more people and businesses in a positive manner than I can count.” — Nick Matarazzo, CEO, Jumpstart Automotive Group

“We live in a message-ﬁlled world, and the trick is to cut through the noise. In You Are the Brand, Steve tells us how to do that by creating a concept—a brand—that captures the hearts and minds of your target audience.” — Fran Durst, Northeast communications manager, Wells Fargo

“Quite simply, Steve Adubato gets it . . . he has the unique capacity to bridge Wall Street and Main Street and his perspectives and insights are right on target and useful in dealing with everyday challenges.” — Robb Sansone, executive vice president and CFO, Fedway Associates, Inc.

“Steve’s number should be automatically programmed into the cell phones of every executive, celebrity, athlete, and politician in America. His intelligent, no-nonsense advice offers a strategic way to contain, control, and condense any PR crisis.” — Rafe Gomez/The Rehirement Coach, author of What’s in It for Me? “If you are interested in developing a slogan, this book is not for you. Success requires brand consideration, and Steve provides you with the blueprint to get there!” — Fred Graziano, head of Retail Banking, TD Bank

“Steve Adubato’s realistic and to-the-point approach in You Are the Brand will prove to be an invaluable tool for those navigating their way through the process of achieving their ‘branding’ dream!” — Caroline Manzo, Real Housewives of New Jersey

“Steve Adubato has the uncanny ability to drill down to the messages that matter most when building, growing, or defending a brand— whether delivered in an intimate conversation or a broad public forum. This is why so many successful organizations seek his unique style of counsel.” — Stephen K. Jones, F.A.C.H.E., president and CEO of Robert Wood Johnson University Hospital

“Steve has tremendous energy. . . . It’s quite remarkable. He’s bright, he gets right to the point, he cuts through the clutter, and keeps it interesting.” — AJ Kubani, founder “As Seen on TV,” CEO, Telebrands of Fairﬁeld

“You Are the Brand provides an in-depth look at the brands that are standing strong, as well as ones that could use an image boost. The case studies, coupled with Steve’s insight from years of experience in this arena, give readers the tools necessary to successfully deﬁne and further develop their brands. I recommend this book to corporate leaders who are looking to differentiate their companies in a crowded marketplace.” — Patrick C. Dunican Jr., chairman and managing director, Gibbons P.C.

“Steve has a way of getting to the essence of the subject matter.” — Richard Vezza, publisher, The Star-Ledger

“Steve Adubato is one of my favorites. He has a clear point of view and isn’t afraid to share it, particularly when it comes to media coverage of important stories.” — Joe Scarborough, host of Morning Joe, MSNBC

“The heart of speaking and communicating is doing it from the heart, and Steve has mastered this important art form and shares with you its mighty secrets.” — Mark Victor Hansen, co-creator of the #1 New York Times bestselling series Chicken Soup for the Soul® “Steve’s expert advice helps you cut through the clutter to stand out and be recognized. His insights are invaluable and make me wish I’d had You Are the Brand when I was starting out as a young entrepreneur over twenty years ago.” — Bobbi Brown, New York Times bestselling author and founder of Bobbi Brown Cosmetics

“Steve Adubato is a no-nonsense, straight-to-the-point communicator. He has taught me and my management team how to be better leaders, managers, and people. His new book is very insightful and a must-read for anyone that wants to understand ‘building a brand.’ He is a bright star and has helped many leaders maximize their brand!” — TJ Nelligan, chairman and CEO, Nelligan Sports Marketing, Inc., and former chairman of the board of Special Olympics New Jersey

“The success of a business or an individual is reliant upon effective branding. I know Steve is a true professional who demonstrates successful leadership through creative strategy. There is nothing more important than image and reputation. You Are the Brand provides the tools needed to get to the next level.” — Robert C. Garrett, president and CEO, Hackensack University Medical Center

“As usual, in You Are the Brand, Steve cuts to the chase and distinguishes between the act of branding and providing brand value. Image without substance won’t do the trick, but this book tells you how to create branding strategies that will help you stand out in a crowd of competitors.” — Lucia DiNapoli Gibbons, Northern New Jersey regional president, Wells Fargo You Are the Brand

You Are the Brand

STEVE ADUBATO, PH.D.

RUTGERS UNIVERSITY PRESS New Brunswick, New Jersey,and London LIBRARY OF CONGRESS CATALOGING-IN-PUBLICATION DATA

Adubato, Steve. You are the brand / Steve Adubato. p. cm. Includes bibliographical references. ISBN 978–0–8135–5042–8 (hardcover : alk. paper) 1. Branding (Marketing)—Case studies. 2. Branding (Marketing) I. Title. HF5415.1255.A38 2011 658.8'27—dc22 2010045437

A British Cataloging-in-Publication record for this book is available from the British Library.

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Manufactured in the United States of America This book is dedicated to all the passionate and persistent entrepreneurs (many, but not all of whom, are featured in this book) of every stripe who go out in the marketplace every day to build, promote, and protect their brands and reputations in spite of tremendous odds—including a difﬁcult and unpredictable economy. As entrepreneurs, we all deal with rejection, but it never stops us from moving forward. That’s a bond that entrepreneurs share, which makes us a special and unique brand of professional. I hope this book will help all of us in our journey and make the effort just a little bit more manageable.