The first review of "Trademark 2.0: Defining Your value in a Web 2.0 World" has come in and it's not bad at all. Thanks to Daragh O'Brien for his kind comments.

He has recently published a book that sets out a recipe for establishing your personal brand (he uses the term trademark for a variety of reasons). Part of his thesis is that the collaborative tools of Web2.0 (the Read/Write Web as it is often called). What sets this book apart in my eyes is that Todd adds value in interesting ways. Apart from just presenting bland statements about how ‘blogs are good’ and conferences are great ways to see new places and meet new people, he presents a set of tools to measure and score how well your ‘trademark’ is doing. He also sets out a reasoned argument as to why establishing a personal trademark for yourself may well be the career survival tool for the Read/Write Information Age.

He brings together a variety of references and marries them together in support of his argument - and above all he provides examples of how you can ’speak with data’ to track how well you are meeting or exceeding your own expectations of what your ‘brand’ might be. From checking the site stats for your blog to your technorati rankings to having a ’scorecard’ of the things you’ve done to promote your brand, Todd give some keen insights.

You can read the entire review at Daragh's Weblog

The book should be on Amazon in a few weeks but you can preview it at the publishers site