1. Personal Branding
Ref: 0033
Personal Branding - Old School Vs New World
Old School Personal Branding New World Personal Branding
 Celebrities, politicians, powerful executives  Everyone can do it
and super rich
 Focused on how only the powerful kicked  Focused on how any smart and focused
butt individual can kick butt
 One way spin based broadcast  Two way real conversation
 Corporate created content  We created content
 He/she who outspends wins  He/she who outreaches wins
 One size fits all  Personalised, customer tailored niche
 Focus groups  User feedback and contribution
 Deception  Transparency
 Bullsh****t  Authenticity
 The story must be compelling but can be  The story must be compelling and must be real
fiction (buy this and you will have more sex) (buy this and you will take better photos)
 Focus on corporate marketing  Focus on passionate users
 Get the customer to believe in it  YOU believe in it
For further information on this handout and the consulting
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and coaching programs available please contact:
Image Group International
Asia Pacific Head Office
T: (+61 3) 9820 4449
E: info@imagegroup.com.au
www.imagegroup.com.au
©2011