Chicago Sun-Times
Lewis Lazare follows Chicago media and marketing news

Recently in Peter Arnell Category

In recent years, Peter Arnell has survived some very public and very high-profile failures as a branding guru, most recently a Tropicana orange juice packaging redesign that quickly bombed in the marketplace. Still, the man always seems to have something new going on to distract attention from past mistakes.

His latest venture, a book called "Shift: How to reinvent your business, your career and your personal brand" makes us wonder if he's now turning into an Oprah Winfrey-type figure right in front of our eyes. We haven't read his short book yet, but a line in the book jacket copy caught our attention and raised the red flags: "With 'Shift,' you'll discover the steps you need to take in order to become the best you." It was that "best you" bit that made us think of Winfrey. After all, her whole astounding career has mostly been about helping women become the best possible iteration of themselves.

In any event, the best possible Arnell was apparently only realized after the book's author shed more than 250 pounds. For what it's worth, Martha Stewart, not Winfrey, penned the book's foreward. And the back cover of the "Shift" book jacket includes quotes from an odd collection of people ranging from architect Frank Gehry to fashion designer Donna Karan and actress Gwyneth Paltrow.

Now, if all Arnell's buddies in the ad biz buy a copy of the book, maybe, just maybe, it will find its way on to the best seller lists.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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