Re: self-branding

From: Ed Strong <bigfoot_at_tulane.edu>
Date: Fri 26 May 2000 08:05:03 -0500

KATE KAYE <katekaye_at_yahoo.com> WROTE:
> Whoever it was who actually originated the idea of
> self-branding chose a term to which people all over the
> world can relate. It seems to be perfectly reasonable,
> but I still can't help but feel demeaned by the thought
> of myself as a brand.

TO WHICH MARCIA YUDKIN <marcia_at_clickz.com> REPLIED:
> I see where you're coming from, but I think the concept
> of self-branding may help people avoid some common
> mistakes in self-promotion.

Which got me going on how amazed I always am when
students or young colleagues "discover" the notion of
marketing oneself...

...but then I thought, okay, historically, who are the
exemplars? For example, after a long line of obviously
powerful but non-memorable emperors, we can remember
Nero because of his signature violin schtick. PT
Barnum, promoter of everything including himself...

...the point is, there isn't much room in the Pantheon.
Top of mind is what you need, and it's self-branding
that gets you there. Lessee...PC progenitors: Steve
Jobs is there, Steve Wozniak is sort of dim and fuzzy,
and Mike Markula never made it, even though they were
the founding fathers of Apple...

...it's not unlike choosing keywords on a search
engine, then crafting a title and description to gather
people in. [Wonder where that example came from?]
Self-branding? A former boss insisted it was an innate
sense of style that enveloped everything one
did...although he didn't always carry a violin around
with him...

_______________
Ed Strong
Associate Professor of Marketing and Information Systems
A. B. Freeman School of Business
Tulane University
New Orleans, LA 70118-5669





Received on Fri May 26 2000 - 08:05:03 CDT