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Commercial Break: Target, Brand New Day

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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: Target
Ad: Brand New Day
Year: 2008


We love this commercial because...

Every Target ad is always on-brand—as is this ad, both demonstrating Target's creativity and touting its value.

This ad and YOUR personal brand: "Consistency is key," says Arruda. "You recognize a Target ad within seconds of watching it." He asks, "Is it the same for your presentations, articles, newsletters?" Strong brands are consistent in what they do and how they do it, Arruda points out: "Make sure your communications are consistent with your personality and deliver on what makes you exceptional. Use the same symbols and design templates for everything you do (presentations, proposals, marketing collateral, your website, etc.)."

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