Jonathan Blank
Just over ten years ago management guru Tom Peters coined the term “personal branding” in a Fast Company article. In the piece entitled “The Brand Called You,” Peters argued this is the age of the individual and we are all CEOs - of Me Inc.
“You’re every bit as much a brand as Nike, Coke, Pepsi, or the Body Shop. To start thinking like your own favorite brand manager, ask yourself the same question the brand managers at Nike, Coke, Pepsi, or the Body Shop ask themselves: What is it that my product or service does that makes it different? Give yourself the traditional 15-words-or-less contest challenge. Take the time to write down your answer. And then take the time to read it. Several times.”
Peters’ main message was that we all should proactively manage our reputation. And to do this we need to understand and use the techniques corporate marketing departments have refined over generations to position products and services to stand out in a crowded field.
Since 1997 the importance of personal reputation management or personal branding has increased with the advent of blogs, Facebook, MySpace, Linkedin and the acceleration of globalization. This article really takes you back to the future.
No Comments
No comments yet.
Comments RSS TrackBack Identifier URI
Leave a comment
