Guest lecture at the University of Antwerp Is it possible to establish a universal and consistent personal brand? What is the role of culture? How about the effect of new media? This presentation will provide insights into these questions. Culture plays an important role in how you are perceived. Having been rooted in individualistic cultures, personal branding is not as effective in various parts of the world. This presentation discusses how culture influences one’s image and what you should be aware of when you apply branding guidelines developed in the Western world to other cultures.