When you hear the names Google, Apple, and Ferrari, a clear picture comes to mind. Each brand is solid, consistent, and captivating. While you are not a search engine, electronic device, or a sports car, your messaging can make or break your career. In this CareerCast, Joe Calloway author of Be the Best at What Matters Most and four other ground-breaking business books including Becoming A Category of One: How Extraordinary Companies Transcend Commodity And Defy Comparison, will shares his knowledge, insights and perspective on creating a great personal brand. His wisdom comes from 30 years of working around the globe with companies like Coca Cola and IBM to Saks Fifth Avenue and American Express.