NL Prominent Speaker Series: Chris J. Reed

The National Library regularly host renowned speakers from the arts, heritage, technology and social sciences sectors to share with the wider community and to exchange ideas. Organised by the National Library, this event was held on 29 June 2017. This guide accompanied the talk given by Chris J. Reed on the topic “It’s Not What You Know, It’s Who You Know”.



The speaker for the topic is Chris J. Reed, Founder & Global CEO of Black Marketing.

Chris J. Reed has grown his company from one person in one country in 2014 to a full listing on NASDAQ in 2016. Crowned as Asia’s Most Influential Digital Media Professional by CMO Asia and Singapore Small Business Rising Star 2015 by the British Chamber of Commerce, Chris was also named as an Official LinkedIn Power Profile 2012-2017, with one of the world’s most-viewed LinkedIn profiles with 55,000 followers. He is also an international bestselling author with his book LinkedIn Mastery for Entrepreneurs.


These resources are drawn from the collections of the National Library.


Book by Chris J. Reed


  • Reed, C. J. (2016). LinkedIn mastery for entrepreneursNew South Wales: Evolve Global Publishing.
    Call number: 658.872 REE
    Available at selected public libraries.
    In this book, author Chris J. Reed, widely recognised as one of the world’s leading experts on LinkedIn, shares his insights and perspectives on how to use LinkedIn to tailor and develop your personal branding and harness its applications to succeed in the business arena.


Books on Digital Media


  • Alvarez del Blanco, R. (2010). Personal brands: Manage your life with talent and turn it into a unique experience. Basingstoke: Palgrave Macmillan.
    Call number: RBUS 658.827 ALV
    Personal Brands looks at how one can create a personal brand by identifying his or her strengths and talents and then building on these areas to attain success in life. It covers various aspects of personal branding, such as leadership qualities, creative potential, as well as personal image and grooming.


  • Gowel, D. (2012). The power in a link: Open doors, close deals, and change the way you do business using LinkedIn. Hoboken, New Jersey: John Wiley.
    Call number: RBUS 658.872 GOW
    In The Power in a Link, author Dave Gowel provides guidance on how LinkedIn can be utilised effectively to enhance business relationships and networks, improve processes and clinch business deals. He also includes tips to demonstrate the practical applications of LinkedIn and real-life success stories that illustrate the benefits of this tool.


  • Johnson, M. (2016). Branding: In five and a half steps. New York: Thames & Hudson.
    Call number: RBUS 658.827 JOH
    What is the secret to the popularity of some of the world’s most successful brands? Branding in Five and a Half Steps examines some of these brands, breaks them down into their basic components and analyses their success factors to give insights on how companies design their brands.


  • Park, C. W., MacInnis, D. J. & Eisingerich, A. B. (2016). Brand admiration: Building a business people love. Hoboken, New Jersey: John Wiley.
    Call number: RBUS 658.827 PAR
    How can businesses establish and manage their branding to attract and retain customers? Brand Admiration details in-depth research, frameworks and concrete steps on how companies can build successful brands that are loved and admired by their customers. The book also covers measures and performance metrics designed to anticipate potential risks in building brand admiration.


  • Spies, M. (2015). Branded interactions: Creating the digital experience. London: Thames & Hudson.
    Call number: RBUS 658.87 SPI
    The exponential growth of mobile devices today has greatly influenced the way in which customers experience and interact with a brand. Branded Interactions is a useful handbook that illustrates a five-step process that companies can use to plan, design and establish an interactive brand.


How to access eBooks and newspaper articles on NLB’s eResources


The National Library Board’s eResources are free for all NLB members. To access the ebooks and newspaper articles listed below, you must log in to the eResources website using a myLibrary ID.

For more information, please visit




  • Fleming, N. (2016). The customer loyalty loop: The science behind creating great experiences and lasting impressions. New Jersey: Career Press. Retrieved from OverDrive.
    The Customer Loyalty Loop is a practical guide on how businesses can become sustainable in the 21st century by cultivating “buying loops” to encourage repeat business. It outlines various strategies that are useful in analysing customer behaviour to enhance customer experience and create brand loyalty.



  • Salenbacher, J. (2013). Creative personal branding: The strategy to answer: What’s next.
    Amsterdam: BIS Publishers. Retrieved from NetLibrary (eBooks on EBSCOHost).
    In this ebook, author Jürgen Salenbacher shares how one can use brand positioning methodology to develop creative thinking and thus find success when managing change in the current economy. In addition, he also provides exercises to help readers discover their innate talents and abilities.


  • Smith, S. & Milligan, A. (2015). On purpose: Delivering a branded customer experience people love. London: Kogan Page. Retrieved from OverDrive.
    This ebook looks at how companies can make their brands more prominent by developing a branded customer experience. It provides a framework that can be used to set, design and deliver exceptional customer experiences across various communication channels.


  • Watkins, A. (2014). Hello, my name is awesome: How to create brand names that stick.
    San Francisco: Berrett-Koehler Publishers. Retrieved from NetLibrary (eBooks on EBSCOHost).
    This ebook focuses on the naming aspect of branding, examining the role that names play in the branding of a product or service. The author, a naming consultant, not only provides advice on how to create memorable names but also introduces the SMILE and SCRATCH test, a method to test whether a brand name is good or bad. 



Newspaper Articles


  • Audit your own brand. (2017, January 9). The New Paper. Retrieved from Factiva.
    This article outlines some of the aspects that can impact one’s personal branding and image when crafting messages on online platforms such as LinkedIn and YouTube. These include having up-to-date posts, including contact details in email signatures, and writing in a clear and understandable manner.


  • Brand yourself right without boasting. (2016, March 1). My Paper. Retrieved from Factiva.
    An important facet of personal branding is self-promotion, which allows potential employers and business partners to be aware of a person’s key contributions. This article lists some tips to help you carry out self-promotion strategically and tastefully, without sounding boastful.


  • Chen, X. (2016, July 16). Driving deeper brand connection in China. Today. Retrieved from Factiva.
    In this article, the author, an adjunct lecturer at the National University of Singapore Business School, shares examples of how Western companies in the automotive industry, such as Volkswagen, BMW and General Motors, have attempted to redefine or reposition their brands to suit the China market.


  • Goh, H. L. (2016, May 24). Brand misconceptions: Experts weigh in on what it takes to make a brand authentic. Today. Retrieved from Factiva.
    Using examples of mainly local companies, this article highlights the issue of emulation and mimicry in brand imaging and its impact on brand identity and authenticity. It also examines the bigger picture of how Singapore companies are increasingly shifting away from masking themselves as local brands.



  • Lin, M. (2017, March 29). Old wine in new bottles. The Straits Times. Retrieved from ProQuest.
    The practice of adopting a new modern brand name to enhance business branding is explored in this article, which cites local examples such as Aspial Corporation, ToTT, and CornerStone Wines, which were heritage firms with Oriental-sounding names that were changed for the purpose of rebranding and reaching out to a more diverse customer base.


All rights reserved. National Library Board, 2017.

Written by Mervin Teo