Debunk Personal Brand
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Personal Brand Michael Cayley @memeticbrand @MichaelCayley ConnectIT March 11, 2010
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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.
Transcript of Debunk Personal Brand
Personal Brand
Michael Cayley@memeticbrand@MichaelCayley
ConnectITMarch 11, 2010
Agenda:
1. Debunk Personal Brand.
2. Why is the misnomer “personal brand” a useful concept?
3. Why you must understand key concepts of online identity?
• In terms of the businesses you will manage,
• In terms of your ability to keep pace with change.
4. Strategies to consider in managing online identity.
5. 20 Questions About Personal Brand.
Be honest.
How do you feel?
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
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.
Optimizing for social capital
IntrinsicIndividual Assets
Information FlowInfluenceSocial CredentialsReinforcement of IdentityRecognition
ExtrinsicCollective Assets
TrustNetwork StructureReputationAuthoritySanctionsCulture
Who will lead the change?
Listen
Influentials?
Visibility - Findability
Social Etiquette
Altruism
Ego & Power
Four Senses of Identity
Social Footing
Four Senses of Identity
Role
Four Senses of Identity
Mismatch of Roles
Four Senses of Identity
Achieved through Story Telling
social
sexual
.
professionalreligious
personal
privateethnic
political national
cultural
gender
The 5 Things About Me Meme
culinary
Key Messages from McLuhan
“Narcotic numbness”
Thank you!
michael cayley
@memeticbrand
@michaelcayley
www.socialcapitalvalueadd.com
www.memeticbrand.com
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