Broadway Books, NY-USA, 2010
A book by Peter Arnell – one of the gurus in the branding and advertising business. He has worked on top notch brands such as DKNY, Reebok, Chanel, Banana Republic, Pepsi and the list continues. Shift is about re-branding brands and re-branding oneself. Arnell intervenes his professional and personal experiences throughout the book to give a new and positive outlook on our lives at the same time discussing stories about brands he has worked on.
I was specially interested in reading about the way Arnell interprets and develops new stories for his brands and the way he applies similar techniques to his personal life. Arnell believes that branding starts with YOU. The story of his weight-loss from 460 pounds to 150 pounds is compelling. The book is about 'Shifting' – your attitude, your thoughts and thus your personal brand, your business or your career.
The book has a personal tone that makes the book enjoyable. Arnell talks about the way he learnt about himself and his patterns and pro-actively changed his habits that helped him achieve the feat of weight loss. But, I wish he had given more insights into the business of branding and advertising. Perhaps, he may write another book just on branding techniques.
The book is a quick read, with about 200 pages. I would recommend this book to anyone who wants to get a new outlook towards one's life or to anyone in the advertising, branding and marketing business and of course to all the people who want to lose a lot of weight! After all, its all about making the SHIFT.
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