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Commercial Break: Honda's 'Cog'

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William Arruda, called the personal branding guru by Entrepreneur magazine, is the founder of Reach Personal Branding. He shares his personal-branding wisdom through his public speaking and his bestselling book, Career Distinction: Stand Out by Building Your Brand.

But he is also passionate about TV commercials. In fact, William has an enormous collection of advertisements dating back to the 1970s. Sadly, he says, most of his TV ads are on VHS. But thanks to the Internet and YouTube, he nonetheless has access to most of the commercials he has collected over the decades.

Here, William shares some of his favorite ads. And true to his style, he offers up a lesson for how the ad relates to your personal brand—after all, it's all about personal branding... at least, in his world.

Client: Honda
Campaign: Cog
Year: 2003


We love this commercial because...

"It held my interest for the entire two minutes," says Arruda. The ad highlights the Honda brand promise: Cars that work. Perfectly. All the time. "They may not be sexy or luxurious, but despite the complexity of automobiles with all those moving parts, Hondas are incredibly reliable," Arruda says.

This ad and YOUR personal brand: Think of creative ways you can express your greatest strength—what people expect from, and love about, YOU. What's YOUR greatest strength?

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