Comments on: Does your brand statement pass “The Napkin Test?” http://www.careermanagementalliance.com/blog/can-a-brand-statement-pass-the-napkin-test/ Career advice from job search experts Fri, 21 Nov 2008 07:08:38 +0000 http://wordpress.org/?v=2.6.3 By: Karen P. Katz http://www.careermanagementalliance.com/blog/can-a-brand-statement-pass-the-napkin-test/#comment-104 Karen P. Katz Sat, 29 Dec 2007 17:20:51 +0000 http://www.careermanagementalliance.com/blog/can-a-brand-statement-pass-the-napkin-test/#comment-104 I agree, Robert. Of the 4 corporate brand statements quoted, Cisco's is the least informative. The point of the post is to encourage candidates to adopt clear, concise, and convincing brand statements. Your comment may encourage someone to dig a little deeper in developing a strategic personal marketing campaign. Thanks for being a critical reader! I agree, Robert. Of the 4 corporate brand statements quoted, Cisco’s is the least informative.

The point of the post is to encourage candidates to adopt clear, concise, and convincing brand statements. Your comment may encourage someone to dig a little deeper in developing a strategic personal marketing campaign.

Thanks for being a critical reader!

]]> By: Robert Dagnall http://www.careermanagementalliance.com/blog/can-a-brand-statement-pass-the-napkin-test/#comment-103 Robert Dagnall Sat, 29 Dec 2007 09:06:23 +0000 http://www.careermanagementalliance.com/blog/can-a-brand-statement-pass-the-napkin-test/#comment-103 I can't agree that “Cisco changes the way we live, work, play and learn" is an exciting or effective branding statement. It's as comprehensive in scope as it is meaningless. 'Concise' calls for information as well as brevity. I can’t agree that “Cisco changes the way we live, work, play and learn” is an exciting or effective branding statement. It’s as comprehensive in scope as it is meaningless. ‘Concise’ calls for information as well as brevity.

]]> By: billiesucher http://www.careermanagementalliance.com/blog/can-a-brand-statement-pass-the-napkin-test/#comment-77 billiesucher Sun, 16 Dec 2007 20:15:08 +0000 http://www.careermanagementalliance.com/blog/can-a-brand-statement-pass-the-napkin-test/#comment-77 Karen, your post reminds me of a line I read about branding the other day........the book suggested that if you can't speak about your brand in eight (8) syllables (or less), then you need to re-work what you're saying about your brand....just what you're saying here. Excellent post! Karen, your post reminds me of a line I read about branding the other day……..the book suggested that if you can’t speak about your brand in eight (8) syllables (or less), then you need to re-work what you’re saying about your brand….just what you’re saying here. Excellent post!

]]> By: Wendy Gelberg http://www.careermanagementalliance.com/blog/can-a-brand-statement-pass-the-napkin-test/#comment-76 Wendy Gelberg Sat, 15 Dec 2007 16:00:34 +0000 http://www.careermanagementalliance.com/blog/can-a-brand-statement-pass-the-napkin-test/#comment-76 Karen, a variation on the "napkin test" you propose came from a Broadway producer named David Belasco in the 1920s and 1930s when playwrights would approach him with their story ideas. When they rambled on, he would say, "If you can't write your idea on the back of my calling card, you don't have a clear idea." Equally true for job seekers. Karen, a variation on the “napkin test” you propose came from a Broadway producer named David Belasco in the 1920s and 1930s when playwrights would approach him with their story ideas. When they rambled on, he would say, “If you can’t write your idea on the back of my calling card, you don’t have a clear idea.” Equally true for job seekers.

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