Tag: Tom Peters

The brand called you

Marlboro logo.
Image via Wikipedia

Tom Peters wrote this article over 12 years ago, but it’s truer now than it was then…

“The good news — and it is largely good news — is that everyone has a chance to stand out. Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of remark.

Who understands this fundamental principle? The big companies do. They’ve come a long way in a short time: it was just over four years ago, April 2, 1993 to be precise, when Philip Morris cut the price of Marlboro cigarettes by 40 cents a pack. That was on a Friday. On Monday, the stock market value of packaged goods companies fell by $25 billion. Everybody agreed: brands were doomed.

Today brands are everything, and all kinds of products and services — from accounting firms to sneaker makers to restaurants — are figuring out how to transcend the narrow boundaries of their categories and become a brand surrounded by a Tommy Hilfiger-like buzz.” Source: The Brand Called You | Fast Company

Must read! Go to the source and devour this article…

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The Brand called You…

Starbucks logo
Image via Wikipedia

…is not a new concept — Tom Peters rolled it out a couple of years ago — but it’s just as relevant today as it was then. Even more so!

“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.

Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.

It’s that simple — and that hard. And that inescapable.” Source: The Brand Called You | Fast Company

I strongly encourage you to go to the source and read the rest of the article. It’s foundational reading for any thought leader…

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