The Brand Called You (1997)
Back in 1997 FastCompany published this must read article by Tom Peters in its 10th issue. The article takes on a new meaning in today’s web 2.0 environment. Sites like Facebook, Twitter and the blogsphere are a few of the tools that we currently have to brand ourselves and like Tom puts it: be the CEO of Me Inc.
- Jose
The Brand Called You
by Tom Peters | Fast Company, Issue 10, 1997
Big companies understand the importance of brands. Today, in the Age of the Individual, you have to be your own brand. Here’s what it takes to be the CEO of Me Inc.
It’s a new brand world.
That cross-trainer you’re wearing — one look at the distinctive swoosh on the side tells everyone who’s got you branded. That coffee travel mug you’re carrying — ah, you’re a Starbucks woman! Your T-shirt with the distinctive Champion “C” on the sleeve, the blue jeans with the prominent Levi’s rivets, the watch with the hey-this-certifies-I-made-it icon on the face, your fountain pen with the maker’s symbol crafted into the end …
You’re branded, branded, branded, branded.
It’s time for me — and you — to take a lesson from the big brands, a lesson that’s true for anyone who’s interested in what it takes to stand out and prosper in the new world of work…
Jose Ruizis a Principal in Heidrick & Struggles’ Monterrey office. As an executive recruiter he has worked on executive search projects for multinational clients in industrial sectors and consumer markets.
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