The Personal Brand Is Dead

Above all, they don’t want to be on the same social networks as their moms, dads, aunts, uncles, and grandparents.

Social media is designed to make us all consumable, which translates into turning people into brands. Brands have one single message, and they’re always signaling that one specific, digestible message.

Why was that pseudonymous presence on the internet better? Social media platforms have made all of us minor celebrities, and celebrity is an unpleasant thing. Celebrity psychology is fundamentally anxious, burdening us with constant performance, self-consciousness and self-censorship.