personal branding | Street Fight

On the Web (Especially in Local), Personal Branding Is Everything

Terry Heaton

On the Web (Especially in Local), Personal Branding Is Everything

Where media companies see themselves as unique, the Web sees, well, sameness. The pureplay companies have found ways to exploit that, while local companies — especially media — dismiss all that effort as irrelevant. To be a brand in the network is to behave unlike a brand and instead like a person. This is the secret to a strategic move into a world of connected human beings…