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Debunk Personal Brand


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In my talk about Personal Brand for the Connect IT conference yesterday, with a little help from Carlos Mandelbaum, I debunked the Personal Branding industry ... put the concept of Personal Brand as introduced by Tom Peters in 1997 in context and explained why it is still a useful metaphor for late adoptors and then went on to take a deep dive into why understanding online identity is critical in the drive toward Enterprise 2.0 and for everyone who plans to thrive in the age of broadband connectivity.

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Debunk Personal Brand

  1. 1. Personal Brand Michael Cayley @memeticbrand @MichaelCayley ConnectIT March 11, 2010
  2. 2. <ul><li>Agenda: </li></ul><ul><li>Debunk Personal Brand. </li></ul><ul><li>Why is the misnomer “personal brand” a useful concept? </li></ul><ul><li>Why you must understand key concepts of online identity? </li></ul><ul><ul><li>In terms of the businesses you will manage, </li></ul></ul><ul><ul><li>In terms of your ability to keep pace with change. </li></ul></ul><ul><li>4. Strategies to consider in managing online identity. </li></ul><ul><li>5. 20 Questions About Personal Brand. </li></ul>
  3. 3. Please comment: #pbcamp2 or [email_address]
  4. 4. Be honest. How do you feel?
  5. 12. At first new media will look like a predecessor (tv like radio, email like letters) but it eventually it morphs into something completely different. Key Messages from McLuhan
  6. 15. Key Messages from McLuhan The medium is the message. This is merely to say that the personal and social consequences of any medium – that is, of any extension of ourselves – result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology.
  7. 23. Optimizing for social capital Intrinsic Individual Assets Information Flow Influence Social Credentials Reinforcement of Identity Recognition Extrinsic Collective Assets Trust Network Structure Reputation Authority Sanctions Culture
  8. 27. Who will lead the change?
  9. 33. Listen
  10. 34. Influentials?
  11. 35. Visibility - Findability
  12. 36. Social Etiquette
  13. 37. Authentic Voice the voice
  14. 41. Altruism
  15. 42. Ego & Power
  16. 45. Four Senses of Identity Social Footing
  17. 46. Four Senses of Identity Role
  18. 47. Four Senses of Identity Mismatch of Roles
  19. 48. Four Senses of Identity Achieved through Story Telling
  20. 49. social sexual . professional religious personal private ethnic political national cultural gender The 5 Things About Me Meme culinary
  21. 52. Key Messages from McLuhan “ Narcotic numbness”
  22. 56. Thank you! michael cayley @memeticbrand @michaelcayley
  23. 57. <ul><li>Sources: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>,TopRight,35,-73_OU01_AA240_.jpg </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>