Jules Marcoux's book, "Be The Brand," is a personal account of Marcoux's journey in building a successful personal brand in the marketing world. He emphasizes the importance of developing a niche, owning your story, and understanding your target audience. Marcoux then explores various strategies for growing a brand's audience, including leveraging social media, guest blogging, and building an email list. The text concludes by discussing the various ways to monetize a personal brand, including consulting, product development, and endorsements.