Arnell's oranges and other tips on personal branding.

Brand guru / Mad Man / Brand Genius / Bernie Madoff of brands / one of the great brand impresarios of our age. Peter Arnell has been called many names. Last year his reputation was at stake with the Tropicana packaging fiasco, but Arnell has a long list of successful work for brands like Samsung, Donna Karan, Banana Republic, McDonald's, Home Depot and Pfizer.

A few years ago Arnell lost 250 pounds, partly by changing his diet into an extensive amount of oranges (as many as 50 a day). He has now written a book, Shift, about personal branding. Some of the chapter names: Start Your Own Orange Revolution, Reinvent The Obvious, Un-write Your Life, Go Helium, Create A Fan Club and Making Our Place in History tells something about the kind of content one can expect to find. Foreword by Martha Stewart and endorsed by Donna Karan and Mark Wahlberg among others.

Read an excerpt here.