Now don’t get me wrong: people can certainly own brands. They can invent and direct brands and they can design, manufacture, and promote brands. But rather than manufacturing a personal brand, why not build a reputation? Why not develop our character? Imagine what we could learn from each other if we felt worthy as we are instead of who we project... See more

Personal branding follows the logic of product branding step for step. A successful brand, as the advertisers say, “knows itself.” Marketers must know the characteristics of their product or service and what it promises to deliver and use this knowledge to focus and position the product. To self-brand, therefore, individuals must get in touch with... See more