Revised Third Edition of High Visibility Reviewed on

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The highly revised third edition of High Visibility shows why visibility counts, and how it's achieved.

High Visibility: Transforming Your Personal and Professional Brand continues to generate positive reviews six months after it appeared in bookstores. Brett M. Decker, former editor and writer for The Asian Wall Street Journal and currently senior vice president of the Export-Import Bank of the United States, gave the best-selling guide to visibility a five-star ranking in a recent review.

Decker said, “The newly released, highly revised third edition of High Visibility: Transforming Your Personal and Professional Brand (McGraw-Hill, 2006, $27.95), by Michael Alan Hamlin, Philip Kotler, Irving Rein and Martin Stoller, takes a hard look at why being seen can be as important as having (the) vision” to excel in a chosen field or to build an industry-leading enterprise or practice.

“The book’s first nuggets of classical business wisdom center on the fundamental need to establish a brand identity,” Decker wrote. “Essentially, this boils down to crafting, controlling and communicating an individual and recognizable image. As the authors write, the goal is to ‘deeply imprint the product in the minds of some target audience so that it is well understood, recognizable, desirable — and recalled when buying decisions are contemplated.’ In this way, branding is one of the fundamental tactics to successful business strategy.”

The original 1987 release of High Visibility pioneered the concept of personal brand building leveraging a visibility-building process applicable to professionals across all industries. In the third edition, this concept has been updated to reflect new communications and marketing practices and emerging communication channels including Websites, blogs, Podcasts, vlogs, cable TV, and online events.

New case studies have also been developed to illustrate practical application of the strategies of transformation the authors describe. They include Dan Brown, J.K. Rowling, Christina Aguilera, Dr. Phil, and Donald Trump. Asian and European cases have been included to show that high visibility and personal branding are concepts that hold true across geographies and cultures.

According to Decker, High Visibility substantially illustrates the fact that visibility — in all its varied forms — “is intrinsic to branding.” He recalls that, “In The Importance of Being Earnest, Oscar Wilde quipped that, ‘There is only one thing in life worse than being talked about, and that is not being talked about.’ The naked truth in this statement is that seeking visibility is nothing to blush about when building and promoting a brand, whether it be corporate or personal.

“There can be significant value and profit in being a household name. As any savvy old socialite will attest, and as you will be taught in the pages of High Visibility, it truly is important to be seen,” Decker concludes.


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Michael Alan Hamlin
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