Am I A Brand? Where Personal & Company Branding Collide
April 24, 2017
Am I a brand? Are YOU a brand? That’s what we’re asking on this episode of Spark Talks. Head of Strategy Marco Iannucci explains why the answer goes far deeper than a simple “yes” and runs through the latest examples of CEOs blending their personal branding with their companies’ brands, usually for the worse.
Listen to all the fake news blunders, backtracking, and apologies below and make sure to tweet us @sparkpr with your own personal branding challenges, advice, and success!
0:43 Negativity surrounding being called a brand
2:25 Brand definitions (4)
7:53 What led everyone to want to build a brand? What has shifted in branding?
12:15 The customization of marketing
12:55 Spotlight: influencer marketing
14:00 The CEO’s inability to separate private self from public self
16:10 Example: Mark Zuckerberg, Facebook, and fake news
20:30 Example: Travis Kalanick, Uber, and employee relations caught on video
25:05 Example: Kevin Plank, Under Armour, and praising Trump
28:27 Example: The Affordable Care Act vs. Obamacare and Trump’s brand vs. the Republican brand
31:17 Marco’s personal branding
Throughout this episode, we cite these resources:
The American Marketing Association defines a brand as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.”
Brand is a known identity of a company in terms of what products and services they offer but also the essence of what the company stands for in terms of service and other emotional, non tangible consumer concerns. – Donna Antonucci
Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And vice-versa.– Jay Baer, Convince & Convert
A brand is a reason to choose. – Cheryl Burgess, Blue Focus Marketing
Mark Zuckerberg’s views on Facebook and the 2016 election.
Facebook rolls out new alert to combat fake news
Uber CEO Travis Kalanick caught on video arguing with driver about fares
Uber CEO Apologizes Over Video Of Dispute With Driver
Kevin Plank: Trump a real asset for country (full interview)
Marco Iannucci is a disciplined, driven marketer with over a decade of experience in branding, marketing, strategy and consulting. As Head of Strategy at Spark, Marco works with various clients to provide marketing strategy, messaging, positioning and communications architecture. He ensures that the marketing plans of Spark’s clients are in line with their long-term business objectives.
Vanessa Zucker is Spark’s in-house marketing manager. She has done in-house marketing for small startups, tech giants, and non-profits. She merges creativity with analytical thinking and organization in order to create unique, quality content.