John Daymond - Brand Within: The Power of Branding from Birth to the Boardroom

The Daymond John brand is all about being out in front and going your own way. In The Brand Within, he gets readers thinking about what it means to succeed in business and in life. One thing about Daymond, he takes charge, and here he puts his own spin on our consumer culture and challenges us to change things up.

Mark Burnett, Famed Television Producer

What a treat it is to sit beside Daymond John on The Shark Tank ! Hes full of surprises, but its no surprise that hes just as smart and funny and cutting-edge in print as he is on the set. This is a book for anyone who wants to rock their own worlds, the same way Daymond keeps rocking his, and ours.

Barbara Corcoran, Real estate Mogul and Business Consultant

The Brand Within is the ultimate hustlers handbook, whether youre selling records, clothes, cars or your own image! Daymond drops jewels in a simplistic way so that anybody can understand the world of Branding. The Brand Within is good money.

Fabolous, Hip-hop Recording Star

AMAZING! The Brand Within is a great read! As I build the Kim Kardashian Brand, I understand the importance of aligning myself with those who reflect the same elegance, beauty, fashion, and excellence as I do. Daymond helps you to realize the importance of perception and how it is conveyed to the world. Building your brand never stops and after reading this book, youll be inspired to keep thriving.

Kim Kardashian, Model, Actress and Businesswoman

WOW! After finishing The Brand Within , I realized even more the importance of my personal brand and how others may perceive me, when Im not even thinking about it! The Shark lays down in detail the ways to improve your public image. This in return will improve your chances of successtrue knowledge for any and all who want to make it in the game of life on their own terms.

Terrence J, Co- host of BETs 106 and Park

A must read for anyone who wants their brand to walk into the room long before they do.

Kevin OLeary, Renowned Entrepreneur and Venture Capitalist

THE DISPLAY OF POWER SERIES

The Power of Branding
From Birth to the
Boardroom

by
Daymond John
with
Daniel Paisner

The Brand Within
2010 Daymond John All rights reserved.

Published in the United States of America by:
Display of Power Publishing, Inc.
350 Fifth Avenue Suite 6617
New York, New York 10118
www.displayofpower.com
www.daymondjohn.com

No part of this book may be reproduced in any way or by any means, including electronic, mechanical, photocopying or otherwise, without the prior written permission of the publisher.

Printed in the United States of America
ISBN# 13: 978-0-9825962-2-7
# 10: 0-9825962-2-7

Cover design by: wes@confid3ntial.com
Book design and layout by Darlene Swanson www.van-garde.com

MY MOTHER: You are one of those very few people who has the gift of making people strive to become the best personal brand they can be. You have clearly done this for me. You instill confidence, hope, and power in everybody fortunate enough to know you and ask for nothing in return! Its a true honor to be your son. With all my heart, thank you!

MY EX-WIFE: As parents, it is very difficult to raise children if both parents dont have the same morals, goals, and visions in mind. Im proud to say that your undying dedication and standards are something I will never have to question. Thank you!

MY GIRLS: Its very easy to preach and tell other people what they should do and shouldnt do, but the true evidence of whether a person truly does live by the standards he preaches is to see how his children develop into adults. When I see how you both work hard for what you want and dont expect anybody to give it to you, it makes me strive even harder to push myself to the limit! You girls are a pure reflection of the brand that your parents have worked so hard to maintain. You show the kind of discipline, hard work, and drive that will be needed to make you the brand that people from near and far will search out to be associated with. Im very proud to say that I am your dad. Thank you! I would like to thank all of the people, personal and professional, who have believed in the Daymond John brand. Ive been honestly blessed with many good people in my life, from partners to friends to family to even enemies, who have made me a better person. I will continue to strive to become a better person who makes this world a better place. As the legendary radio DJ Frankie Holly-wood Crocker used to say, I hope you live to be one hundred years old, and me, one hundred years but minus a day, so that I will never know that good people like you passed away.

Brand

Main Entry:

brand

Pronunciation:

\brand\

Function:

noun

Etymology:

Middle English, torch, sword, from Old English; akin to Old English brnan to burn

Date:

before 12th century

1(a ) a charred piece of wood (b ) firebrand 1(c ) something (as lightning) that resembles a firebrand 2 : sword 3a (1) a mark made by burning with a hot iron to attest manufacture or quality or to designate ownership (2) a printed mark made for similar purposes : trademark, b (1) a mark put on criminals with a hot iron (2) a mark of disgrace : stigma brand of poverty> 4(a ) a class of goods identified by name as the product of a single firm or manufacturer : make (b ) a characteristic or distinctive kind brand of theater> (c ) brand name : a tool used to produce a brand

Main Entry:

brand

Function:

transitive verb

Date:

15th century

1 : to mark with a brand 2 : to mark with disapproval : stigmatize branded a coward> 3 : to impress indelibly < brand the lesson on his mind>

Merriam-Websters Online Dictionary

Main Entry:

brand

Pronunciation:

\brand\

Function:

noun

Etymology:

Middle English, torch, sword, from Old English; akin to Old English brnan to burn

Date:

lately

1: the core of an individuals being 2: a mark that precedes or announces an individual, as if by reputation, or one that lingers or remains after that individuals departure 3: a type of energy that radiates from an individual 4: a standard by which a corporation, individual, or group of individuals looks to operate 5: a formula that takes shape when several ingredients come together in a designated way, to achieve a predetermined goal 6: the measure we make of ourselves and each other 7: a reputation, image, or marker, intended to outlast, outshine, or outperform 8: the manner or style of dress or demeanor by which an individual chooses to express his or her personality, inclination, or character

Daymond Johns Dictionary

Everyone whos ever taken a
shower has an idea. Its the
person who gets out of the
shower, dries off, and does
something about it who
makes a difference.

Nolan Bushnell
American inventor, engineer,
and entrepreneur; founder
of Atari video games and
Chuck E. Cheese restaurants

Im not a businessman.
Im a business, man.

Jay-Z

The most explosive character on the TV sensation Shark Tank and perhaps one of the greatest rags-to-riches entrepreneurs in this country, Daymond John, tells you how he built FUBU into one of the greatest, most successful brands in this country. John reveals how a poor kid hawking shirts and hats from a duffel bag outside of the Queens Coliseum in Jamaica, New York, grew his company into a global powerhouse, to show you how starting small can lead to scoring big. Explaining how to brand and his mantra of item-brand-lifestyle, he puts you in a position to start the next FUBU. Selfless, determined, inventive, creative, Johns the real deal, the twenty-first century businessman who uses all of the new technologies, like Twitter and Facebook, to his advantage. He puts you in your own personal shark tank and will get you, with The Brand Within , to triumph with nothing but your wits, hard work, ethics, and street smarts. If you only read one book to help you figure out how to turn a small idea and a small amount of capital,into a household brand with an ever-broadening appeal, The Brand Within is the way to go.