By Gihef, Joël Callède
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Additional resources for Haute sécurité : Les gardiens du temple : Tome 2
He was the Leonardo da Vinci of his era, and he did a fine job of making a name for himself. Franklin also took personal branding to a new level when he created the identity of “Poor Richard” Saunders, the fictitious publisher of his almanacs. 14 Poor Richard’s Branding Yourself Online Every annual issue was filled with weather forecasts, jokes, recipes, and sayings that have since become part of the American psyche. Benjamin Franklin’s Legacy—The man also known as “Poor Richard” Saunders is credited with founding the first post office in the United States, starting the first hospital in America, being the first person to identify industrial lead poisoning, discovering ocean currents, improving the way streetlights operate, and much more.
Positioning Is Important Al Ries and Jack Trout coined the term “positioning” in the early 1980s in their book, Positioning: The Battle for Your Mind. Although a few years have passed since the book was released, the core ideas they express are just as true today. Positioning refers to the way a product, service, or person is presented to the buying public. To properly position yourself on the Internet, you must consider many factors: • • • • • • Your name Your Web address (URL) The benefits of what you offer Your personal strengths and weaknesses The strengths and weaknesses of your competition How people generally perceive the category in which you seek an impact Ries and Trout contend that positioning is not something you do to a product, service, or to yourself.
Here are a few examples of people carving out a defined niche on the Internet: Sam Gugino—Gugino is a journalist who could probably write well on any number of subjects, but he uses his Web site to clarify his specialty. Gugino is a food writer and wine columnist who provides wine and nutrition guides, recipes, and more in a monthly e-mail newsletter. com/ 30 Poor Richard’s Branding Yourself Online Bob Johnson’s Auto Literature—Johnson’s site obviously sells literature on cars and trucks, which is a niche category by itself, but Johnson further focuses his identity by specializing in factory literature: owner’s manuals, repair guides, etc.
Haute sécurité : Les gardiens du temple : Tome 2 by Gihef, Joël Callède