Know-How Exchange : Student Questions

I remember when Fast Company magazine did a cover story on Tom Peter's concept of of personal branding. You can look it up in their archives (www.fastcompany.com) by searching on "brand you." The first feature was in August 2000, and the cover was a striking take-off of a box of Tide detergent.

Incidentally, they are revisiting this topic in the current magazine issue (June 2004)!

Good luck on the dissertation.

- Shelley

When I think of people (or celebrity) branding I think of the powerful archetypes behind the person of choice. See excerpt & link:


"Briefly, archetypes are forms or images of a collective nature that naturally establish meaning and relevance at a subconscious level. Archetypes are authentic, genuine, compelling, credible, universal, and deeply moving.

Why do we persist in having myths and archetypes? What is their purpose? Carl Jung, who developed the idea of archetypes, had this to say about them:
“All the most powerful ideas in history go back to archetypes. This is particularly true of religious ideas, but the central concepts of science, philosophy, and ethics are no exception to this rule. In their present form they are variants of archetypal ideas, created by consciously applying and adapting these ideas to reality. For it is the function of consciousness not only to recognize and assimilate the external world through the gateway of the senses, but to translate into visible reality the world within us.”
Thus, according to Jung, it is the archetypes that help us understand visible reality. Because archetypes speak in the language of our mind itself, archetypes are the most efficient “language” to use when building the foundation for a strong personal brand. Personal brand archetypes go beyond merely stating our features and benefits to connect with others in a deep and profoundly meaningful way."

https://www.genecehamby.com/Archetypes.htm

hope this helps

catchtricia, sure people can be branded.

If farmers use to brand their cattle so that other farmers new "hey this cow belongs to me" I believe we use our branding today in a similar nature.

Martha (Stewart), MJ...Michael (Jordan), Mark Victor Hansen and Oprah (Winfrey) I believe are all successful brands. In the motivational speaking industry all you have to brand is the speaker.

You may not like Tom Peters but he believes in the concept of people branding. When I started approaching my business career with the intention that I wanted people to remember me as the guy who went over and above the call of duty for customers the name (Customer Passion Evangelist) began to stick. That's my brand and I believe with the right approach people can position themselves as a distinct differentiator separate from the masses.

The artist Andy Warhol was a master at this all though I realize some people might debate whether his art work could be considered art. He went on to create art that had massive AD appeal. I think the answers here should all help you. Thanks for letting me share my answer with you. Is there anything else I can do for you?