The Brand You concept that Tom Peters first proposed in the late 1990s is one of the most provocative theories ever put forth about how to become a successful business leader. At the time, Peters, who had coauthored In Search of Excellence with Robert Waterman a decade and a half earlier, knew his readers were aspiring nonconformists. They wanted to be creative free agents — like Peters himself. But they also wanted to succeed within the straightlaced hierarchies of the companies they worked for.
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