A Lesson in Personal Branding

Arranged by a headhunter, I was having my first ‘getting to know you’ session with the CEO of a tech start-up. He was looking to appoint a marketing leader, and all the omens signaled them as the next big thing in the world of pre-IPO startups. To say I was interested would be an understatement….

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The Absurdity of a Superbrand

This weekend’s Guardian newspaper (a UK broadsheet) included the annual Superbrands 2016 supplement, which inevitably caught my interest. Billed as ‘independently commissioned research to identify the country’s leading brands’, the report reflects ‘the opinions of thousands of members of the British public and business professionals’. Hmmm…. fair enough. And then I got to the results page….

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What Brands Can Learn from RuPaul’s Drag Race

If a brand is the ultimate representation of the sum of all it’s parts, then RuPaul Andre Charles is nothing short of the ultimate personal brand. Emerging from the underground scene in the 80’s to become a mainstay of the LGBT cultural landscape, RuPaul is revered and respected for pioneering the crossover of illusion-based cabaret…

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Sight and Sound. A Marriage Made in Heaven

It would be impossible to deny the emotive qualities of music. At a time when a lot has been said about how brands must strive to create emotional connections, I can’t think of a more powerful way to connect with consumers to further enhance a story. The history of brand advertising is scattered with examples of…

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In Pursuit of an ideal Self

As marketers, we relentlessly focus on putting forward the best public image of the brands we represent. We attempt to attract consumers by pitching the virtues of an ideal, must-have solution that taps in to vulnerabilities. We pitch these products as the be-all, end-all answer to our needs i.e. the ideal home, or the ideal…

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