“iBRAND: The Next Generation” Review

May 4 marks five years since Gary Sain passed away unexpectedly at a Boys & Girls Clubs of Central Florida gala. As the president and CEO of Visit Orlando, Gary represented the organization at networking events, made philanthropic contributions, and inspired those around him with his positivity and support for his peers.

More than 20 years ago, Gary created iBRAND, and he had every intention of writing a book about it once he retired. After his unexpected passing, his wife Pamela Sain and daughter Olivia Sain set out to do just that. The mother-daughter team gathered articles that their beloved husband and father wrote about iBRAND, as well as personal stories and testimonials from his colleagues, and compiled them into “iBRAND: The Next Generation.”

The book introduces iBRAND to the reader through Gary’s own words. He defines it as an attitudinal mindset in how we position ourselves to various targeted audiences based on three core pillars: credentials, standards and style. “These three core pillars of iBRAND help reinforce your personal brand’s distinction, esteem, relevance and awareness to these targeted audiences.”

In his commencement speech for the graduating class of the University of Central Florida College of Business and the University of Central Florida Rosen College of Hospitality Management, Gary referred to the concept by saying, “Your brand is a reflection of who you are, what you do and how you do it.”

He mapped iBRAND out with the following advice:

1. Develop a LifePlan.
2. Have a mentor.
3. Attitude drives actions, actions drive results, and results drive lifestyle…whatever lifestyle you choose.
4. Reputation is everything.
5. Dream big but act humble.

Throughout the book, Pamela and Olivia pose questions to the reader to get them to think about each principle reflected in the iBRAND concept. They also developed a follow-up workbook based on these questions with a purpose to help the reader implement the lessons they learned in “iBRAND: The Next Generation.” It is their hope to turn the books into a training program or required reading for college students and to continue these thought-provoking messages through motivational speaking.

“iBRAND: The Next Generation” is available for purchase online at www.IBrandNextGen.com or on Amazon for $19.95. The follow-up workbook titled “ iBRAND Life Plan” is also available for purchase.


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Written by Lyndsay Fogarty

Lyndsay Fogarty has had many roles at Central Florida Lifestyle, working her way from intern to contributing writer to managing editor. She is a graduate of the University of Central Florida’s Nicholson School of Communication where she earned her degree in journalism. Along the way, she has learned that teamwork and dedication to your craft will get you far, and a positive outlook on the present will get you even farther.

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