Leadership through self-branding

Lots of companies make vacuum cleaners, yet James Dyson broke new ground by creating a bagless vacuum and then putting his own name on the product. Now his company is worth $1 billion.

Here are some self-branding Dyson secrets:

• He had the guts to name his product and company after himself.
  
  
• He made sure that his high-tech design looked very different.
  
  
• He created a vacuum that attracts buyers who are willing to pay top dollar for something unique.
  
  
• He exhibited determination by building 5,127 prototypes before he found a model that met his criteria.
  
  
• He showed the gumption to serve as spokesman in his company’s commercials.
  

It has all worked so well that his product is selling briskly, and it’s also on display in 28 museums worldwide. Dyson is now a household name.

— Adapted from “The Inventor as Pitchman,” Lindsay Blakely, Business 2.0.

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