Tom Peters on Personal Branding

From Tom Peters This I Believe:

32. Branding is for … EVERYONE.

Whoever has … THE BEST STORY … takes home the most marbles. “Branding?” “Branding is a character issue. Next question?” It is almost that simple. And, thus, that hard.

Iʼm a branding fanatic. But not a branding “expert.” I acknowledge the power of a greatlogo. Brilliant ad campaign. Coherent marketing material. A razor-sharp message. And so on. And on. Yet all the above misses the mark. “Brand” to me (personally) means: What Tom…stands for. Tomʼs character … behind his promise. Why I would want to…hang out with Tom. Why what Tom does…matters in the larger scheme of things. Tomʼs ability to…make a difference.

Branding, then, at its best, is about the…Big Questions. (Very Big Questions.) Call it/them: identity … character … raison dʼetre. Or (personally again): Tomʼs … Big & Compelling Story.

“We are in the twilight of a society based on data. As information and intelligence become the domain of computers, society will place new value on the one human ability that canʼt be automated: emotion. Imagination, myth, ritual –the language of emotion –will affect everything from our purchasing decisions to how well we work with others…Companies will thrive on the basis of their stories and myths. Companies will need to understand that their products are less  important than their stories.”

-Rolf Jensen, Copenhagen Institute for Future Studies

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